by Joaquín Sánchez Herrera · ESIC Editorial · tapa blanda · ISBN 9788473566940
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«Nuevas tendencias en comunicación» is the handbook coordinated by Joaquín Sánchez Herrera and Teresa Pintado Blanco, published by ESIC Editorial in paperback.
The work reviews how media fragmentation, new technologies and the consumer's new role force a rethink of commercial communication. With cases from Apple, BMW, Coca-Cola or Starbucks, it presents strategies such as buzz marketing, advergaming, sensory communication and online communication, and proposes how to apply them in professional and teaching practice.
First edition published on 6 July 2010; 280 pages in Spanish. Belongs to the Libros profesionales collection.
Intended as a guide for students, teachers and marketing and communication professionals who want to update their knowledge.
