Personal brand creation in digital age : theory, research and practice / Mateusz Grzesiak.
Material type:
TextSeries: Palgrave pivotPublisher: Cham, Switzerland : Palgrave Macmillan, [2018]Copyright date: ©2018Description: xvi, 185 pages : illustrations ; 22 cmContent type: - text
- unmediated
- volume
- 3319696963
- 9783319696966
- McDonald's Corporation
- Nike Firma
- PepsiCo Inc
- True Blood
- Branding (Marketing)
- Social media -- Economic aspects
- Business
- Internet marketing
- Industrial management
- Public relations
- Management
- Branding (Marketing)
- Business
- Industrial management
- Internet marketing
- Management
- Public relations
- Social media -- Economic aspects
- Markenimage
- Markenpolitik
- Online-Marketing
- 658.827 23 G.M.P
- HF5415.1255 .G79 2018
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
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Main library B8 | Faculty of Economics & Political (Economics) | 658.827 G.M.P (Browse shelf(Opens below)) | 1 | Available | 00015865 |
Browsing Main library shelves, Shelving location: B8 Close shelf browser (Hides shelf browser)
| 658.8 W.J.E Essentials of services marketing / | 658.827 B.M.P Participation marketing : unleashing employees to participate and become brand storytellers / | 658.827 C.R.F The future of brands : twenty-five visions / | 658.827 G.M.P Personal brand creation in digital age : theory, research and practice / | 658.827 M.H.B Branding @ the digital age / | 658.827 P.C.J Brand psychology : consumer perceptions, corporate reputations / | 658.827 S.M.A Added Value : the alchemy of brand-led growth / |
Includes bibliographical references and index.
1. Introduction -- 2. Personal Branding: Its Essence, Goals and Classification -- 3. Personal Branding and the Challenges of the Information Revolution -- 4. Personal Branding on YouTube in the United States and Poland: Comparative Analysis Based on Academic Literature and Published Marketing Studies -- 5. Personal Branding Using YouTube in the United States and in Poland, as Shown by the Results of Empirical Research -- 6. Research Results, Verification of Research Hypotheses and Recommendations for Practice -- Index.
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media--back cover.
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