by Joaquín Sánchez Herrera, Teresa Pintado Blanco · ESIC Editorial · tapa blanda · ISBN 9788415986058
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«Nuevas tendencias en comunicación estratégica» is the communication handbook by Joaquín Sánchez Herrera and Teresa Pintado Blanco, in paperback (440 pages).
Study of commercial communication: media fragmentation, technology and the new consumer force brands to change their strategies. Includes neuromarketing, big data and content marketing, and reviews buzz marketing, advergaming, street marketing and sensory communication, with cases from Apple, BMW, Coca-Cola, Adidas and Starbucks.
Third updated and expanded edition, published by ESIC Editorial on 4 November 2014 and part of the Libros profesionales collection.
Aimed at university students, marketing professionals and communication managers seeking to stay up to date in commercial communication.
