Name: Digital Dawn in Adland (Routledge Studies in the History of Marketing) (en Inglés)
Price: 55390.00 CLP
Availability: InStock
Author: Robert Crawford
ISBN: 9781032016634

portada Digital Dawn in Adland (Routledge Studies in the History of Marketing) (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Robert Crawford

Idioma

Inglés

N° páginas

176

Encuadernación

Tapa Blanda

ISBN13

9781032016634

N° edición

Digital Dawn in Adland (Routledge Studies in the History of Marketing) (en Inglés)

Robert Crawford (Autor) · Routledge · Tapa Blanda

Libro Nuevo

$ 55.390

$ 76.930

Ahorras: $ 21.540

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Origen: Estados Unidos (Costos de importación incluídos en el precio)

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Reseña del libro "Digital Dawn in Adland (Routledge Studies in the History of Marketing) (en Inglés)"

Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry helped shape the digital economy, and the platforms that dominate it. Based on contemporary reports, company archives, personal archives, and over 50 interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers, and other media platforms forged the current models of advertiser-funded digital media. For scholars of marketing, media, communication, and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today.