"This book focuses on the radically evolving field of advertising within the new media environment by covering new strategies, structural transformation of media, and changing advertising ethics"--Provided by publisher

What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand...

We study the relationship between online reviews and advertising spending in the hotel industry. Combining a dataset of TripAdvisor reviews with other datasets describing these hotels' advertising expenditures, we show, first, that online ratings have a causal demand-side effect on ad spending....

We rarely fail to realize the value of reaching out to consumers informally to establish a distinctive among rivals and draw public knowledge of the functionality of ingeniously selling ideas, products, and services. There are countless brand options available in today's world to meet consumers'...

Dieses Buch zeigt, dass E-Mail-Marketing für die Unternehmenskommunikation unverzichtbar ist und bleibt. Es gibt über fünf Milliarden E-Mail-Accounts, aber "nur" zwei Milliarden Facebook-Nutzer! Schon allein durch diese Zahlen wird die Relevanz des E-Mail-Marketings deutlich. Durch...