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Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Information Resources Management Association
Copyright: © 2017 |Pages: 1806
ISBN13: 9781522517931|ISBN10: 1522517936|EISBN13: 9781522517948
DOI: 10.4018/978-1-5225-1793-1
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MLA

Management Association, Information Resources, editor. Advertising and Branding: Concepts, Methodologies, Tools, and Applications. IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1

APA

Management Association, I. (Ed.). (2017). Advertising and Branding: Concepts, Methodologies, Tools, and Applications. IGI Global. https://doi.org/10.4018/978-1-5225-1793-1

Chicago

Management Association, Information Resources, ed. Advertising and Branding: Concepts, Methodologies, Tools, and Applications. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1

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Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Table of Contents

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Front Materials
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Title Page
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Copyright Page
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Editorial Advisory Board
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Preface
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Chapters
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Chapter 1
Fundamental Concepts and Theories
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Chapter 2
Development and Design Methodologies
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Chapter 3
Tools and Technologies  (pages 571-571)
Tools and Technologies
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Chapter 4
Utilization and Applications
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Chapter 5
Organizational and Social Implications
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Chapter 6
Managerial Implications  (pages 1621-1621)
Managerial Implications
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Chapter 7
Emerging Trends  (pages 1757-1757)
Emerging Trends
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Back Materials
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Index
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