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Metaverse Communication
Metaverse Communication: Redefining Connections delves into the transformative potential of the Metaverse. This book explores whether the Metaverse can truly become a space for life-changing experiences and interactions, surpassing the current Internet. We define the Metaverse as a shared 3D virtual space that combines elements of the digital and physical worlds. This book examines whether technology can overcome infrastructure challenges, corporate greed, and physical limitations to create a continuously shared virtual universe. We highlight key industry insights, such as Facebook's rebranding to "Meta" and its significant investment in the Metaverse. With predictions like Bloomberg's estimate of an $800 billion Metaverse market by 2024, the book discusses the enormous economic and social potential of this new frontier. Metaverse Communication: Redefining Connections provides a clear, authoritative guide to understanding the Metaverse, its applications, and its implications for the future of communication and interaction.
Advances in Advertising Research (Vol. 2)
This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.
Metaverse Development
Metaverse Development: A Step-by-Step Handbook is a thought-provoking exploration of the intersection of technology, society, and creativity. This book is essential for any creator or company venturing into the Metaverse. Shaped by individuals and inspired by unique social experiences, the Metaverse is still in its early stages. We delve into how this new world will capture our present moments and shape our future. The book examines whether the Metaverse will replace the internet or fade away, helping readers decipher both the current hype and potential seismic changes. We take an extended tour of the "Next Internet," exploring proto-metaverses like Fortnite, Minecraft, and Roblox. This book...
Advances in Advertising Research (Vol. III)
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.
EBOOK: Marketing: The Core
EBOOK: Marketing: The Core
Erlebniskommunikation
Marketingplaner und -entscheider stehen vor der Herausforderung, in hart umkämpften Märkten das Interesse von Konsumenten für ihre Waren und Dienstleistungen zu gewinnen. Die rasante Verschiebung vom Produkt- zum Aufmerksamkeitswettbewerb zwingt die Praxis, Botschaften emotional zu gestalten und auf neuen Wegen zu kommunizieren. Erlebniskommunikation ist jüngst zum allgegenwärtigen Trend geworden, eine erfolgreiche Umsetzung ist aber im täglichen Werbegeschehen nicht immer der Fall. Dieses Buch enthält aktuelle praxisrelevante und wissenschaftlich fundierte Erkenntnisse zu den Erfolgsfaktoren einer effektiven und effizienten Erlebniskommunikation. Es verdeutlicht sowohl die Perspektive des erlebnisorientierten Markenmanagement als auch die zugehörigen Steuerungsinstrumente. Experten vermitteln durch Best Practices anschaulich einen Einblick in erfolgreiche Kampagnen. Die Kombination gewährleistet den Wissenstransfer zwischen Forschung und Praxis und bietet einen hohen Gebrauchswert für beide Seiten.
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