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020 a| 9781041143758q| hardback;

020 a| 9781041143734q| paperback;

020 z| 9781003674146q| ebook;

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100 1 a| Hardy, Jonathan,d| 19630| http://id.loc.gov/authorities/names/n20090504341| http://id.loc.gov/rwo/agents/n2009050434.;

245 10 a| Mapping the media-marketing ecologyh| [electronic resource] /c| Jonathan Hardy, Iain MacRury and Patricia Núñez Gómez.;

260 a| Abingdon, Oxon ;a| New York, NY :b| Routledge,c| 2027.;

263 a| 2607;

300 a| pages cm.;

334 a| single unitb| mono0| http://id.loc.gov/vocabulary/issuance/mono;

353 a| bibliographyb| bibliography0| http://id.loc.gov/vocabulary/msupplcont/bibliography;

353 a| indexb| index0| http://id.loc.gov/vocabulary/msupplcont/index;

490 0 a| Routledge critical advertising studies;

504 a| Includes bibliographical references and index.;

505 0 a| Evolution : the media-marketing ecology in formation -- The media-marketing ecosystem : actors and features -- Branded content : key actors, forms and processes -- Marketing communications, agencies and intermediaries -- Key issues for branded content governance -- AI and marketing communications governance.;

506 a| Available only to authorized users.;

520 a| "This text examines the ongoing convergence of marketing and media across industries and formats and offers an authoritative analysis of branded content and forms of media-marketing integration. Drawing on the findings of the 3-year Branded Content Governance Project, this book outlines the expansion of branded content advertising from marketers, agencies, and media to include platforms, creators, and advertising technology (adtec). It charts the rapid take-up of artificial intelligence (AI) and machine learning tools, the role of platforms, and the expansion of actor-types across the creator economy. The authors define and analyse key concepts including polycentric governance, governance-in-practice, and ethics, and map 'problems' and 'mitigations' concerning branded content practices and governance. Providing an authoritative taxonomy for branded content advertising forms and formats, this book provides a guide for students as well as useful reading for researchers and advanced scholars of advertising and marketing communications"--c| Provided by publisher.;

538 a| Mode of access: World Wide Web;

650 0 a| Internet marketing0| http://id.loc.gov/authorities/subjects/sh95005028;

650 0 a| Internet advertising0| http://id.loc.gov/authorities/subjects/sh94006992;

650 0 a| Branding (Marketing)0| http://id.loc.gov/authorities/subjects/sh2007006470;

650 0 a| Communication in marketing0| http://id.loc.gov/authorities/subjects/sh85029077;

650 0 a| Marketingx| Management0| http://id.loc.gov/authorities/subjects/sh85081339;

650 0 a| Marketingx| Moral and ethical aspects0| http://id.loc.gov/authorities/subjects/sh2010100738;

655 0 a| Electronic books.;

700 1 a| MacRury, Iain0| http://id.loc.gov/authorities/names/no20010727851| http://id.loc.gov/rwo/agents/no2001072785.;

700 1 a| Núñez Gómez, Patricia0| http://id.loc.gov/authorities/names/no20070379441| http://id.loc.gov/rwo/agents/no2007037944.;

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758 4| http://id.loc.gov/ontologies/bibframe/instanceOf1| http://id.loc.gov/resources/works/in00024520670;

856 40 z| Full text available from Taylor & Francis eBooksu| https://go.openathens.net/redirector/ecu.edu?url=https%3A%2F%2Fwww.taylorfrancis.com%2Fbooks%2F9781003674146;

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Mapping the media-marketing ecology / Jonathan Hardy, Iain MacRury and Patricia Núñez Gómez.

Author/creator	Hardy, Jonathan, 1963
Other author	MacRury, Iain
Other author	Núñez Gómez, Patricia
Format	Electronic
Publication Info	Abingdon, Oxon ; New York, NY : Routledge, 2027.
Description	pages cm.
Supplemental Content	Full text available from Taylor & Francis eBooks
Subjects	Internet marketing Internet advertising Branding (Marketing) Communication in marketing Marketing--Management. Marketing--Moral and ethical aspects.

Series	Routledge critical advertising studies
Contents	Evolution : the media-marketing ecology in formation -- The media-marketing ecosystem : actors and features -- Branded content : key actors, forms and processes -- Marketing communications, agencies and intermediaries -- Key issues for branded content governance -- AI and marketing communications governance.
Abstract	"This text examines the ongoing convergence of marketing and media across industries and formats and offers an authoritative analysis of branded content and forms of media-marketing integration. Drawing on the findings of the 3-year Branded Content Governance Project, this book outlines the expansion of branded content advertising from marketers, agencies, and media to include platforms, creators, and advertising technology (adtec). It charts the rapid take-up of artificial intelligence (AI) and machine learning tools, the role of platforms, and the expansion of actor-types across the creator economy. The authors define and analyse key concepts including polycentric governance, governance-in-practice, and ethics, and map 'problems' and 'mitigations' concerning branded content practices and governance. Providing an authoritative taxonomy for branded content advertising forms and formats, this book provides a guide for students as well as useful reading for researchers and advanced scholars of advertising and marketing communications"-- Provided by publisher.
Bibliography note	Includes bibliographical references and index.
Access restriction	Available only to authorized users.
Technical details	Mode of access: World Wide Web
Genre/form	Electronic books.
LCCN	2026012427
ISBN	9781041143758 hardback
ISBN	9781041143734 paperback
ISBN	ebook

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Mapping the media-marketing ecology / Jonathan Hardy, Iain MacRury and Patricia Núñez Gómez.

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