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

IGI Global, 2016. — 1849 p.This book 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.Fundamental Concepts and Theories.
Development and Design Methodologies.
Tools and Technologies.
Utilization and Applications.
Organizational and Social Implications.
Managerial Implications.
Emerging Trends.