The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era [2 volumes]: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era

The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one niche topic, this two-volume set investigates the overall discipline of advertising in the modern context. It sheds light on significant areas of ch...