by José Martí Parreño · RA-MA EDITORIAL Y PUBLICACIONES · tapa blanda · ISBN 9788478976416
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«Publicidad y entretenimiento en la web» is an essay on interactive advertising by José Martí Parreño, published by RA-MA in paperback.
The book analyzes the evolution of interactive advertising on the web: online metrics, advertising formats, advertainment, advergaming and brand entertainment. It examines virtual communities, viral marketing and real campaigns by Nike, Coca-Cola, BMW and other brands.
It was published in December 2004, has 392 pages and is written in Spanish; it belongs to RA-MA's Informática General collection.
For marketing, communication and digital advertising professionals, and for students interested in brand entertainment on the web.
