Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods incre

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theorie

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded

This comprehensive encyclopedia, in A-Z format, provides easy access to relevant information for those seeking entry into any aspect within the broad field of M