Commercial communication in the digital age
Editorial: De Gruyter
Licencia: Creative Commons (by-nc-nd)
Autor(es): Grubenmann, Stephanie; [et al.]
The lines between different advertising formats and other forms of corporate communication are blurring. Thus, this book is not primarily about advertising or online word of mouth, it is not primarily about PR or native advertising and it is not primarily about e-commerce and viral marketing. Rather, the title and the book as a whole summarize the broad range of formats and types that can be subsumed under the heading “commercial communication”. All these formats and types of commercial communication face the same challenges in the digital age and are mainly induced by technological innovation. This rapid technological evolution includes changes in the media usage and the business and revenue models of the communication industry, with the effect of changing the threats to the individual user.
[Boston/Berlin: 2017]
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