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書封 品牌传播：信息时代的主体建构－舒咏平自选集
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品牌传播：信息时代的主体建构－舒咏平自选集

Author
：
舒咏平 (著)
Publisher
：
社会科学文献出版社
Published
：
2022
Format
：
EPUB
Category
：
Business & Management & Finance ; Academic Books
Subject
：
Social Sciences
ISBN
：
9787520198851
Read Aloud
：
Due to copyright restrictions, this book does not support read aloud
品牌传播 国家形象 自主品牌 整合营销传播 广告 广告传播

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本书立足于新闻传播学的专业立场，由广告传播演进变革的思考，进而探讨品牌传播的理论建构。这些文章敏锐针对正在发生的国家传播、媒体变化、自主品牌、广告互动传播、新媒体广告的“原生之困”等，提出了诸多创新观念，如国家品牌传播、信息邂逅与搜索满足、个人品牌建构等。同时，针对中国传播实践与理论的需要，以品牌与国家命运息息相关的角度切入，考察品牌传播理论建构的主体性、史学观与思维变革，分析品牌传播的内涵，并由正向价值导向的“品牌传播”进一步导向“国家品牌传播”，思考“国家品牌传播”提出的逻辑，分析中国国家品牌传播的新
  • Place of Publication ： 中國大陸
  • Language ： 簡體中文
  • DOI ： 10.978.75201/98851
品牌传播：信息时代的主体建构－舒咏平自选集

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