{"product_id":"mapping-the-media-marketing-ecology","title":"Mapping The Media-marketing Ecology","description":"This text examines the ongoing convergence of marketing and media across industries and formats and offers an authoritative analysis of branded content and forms of media- marketing integration.   Drawing on the findings of the three- year Branded Content Governance Project, this book outlines the expansion of mediamarketing ecologies , from marketers, agencies, and media to include platforms, creators, and advertising technology (adtech). It charts the rapid take- up of artificial intelligence (AI) and machine learning tools, the role of platforms, and the expansion of actor- types across the creator economy. The authors define and analyse key concepts including polycentric governance, governance- in- practice, and ethics, and map ‘problems’ and ‘mitigations’ concerning branded content practices and governance.   Providing an authoritative taxonomy for branded content advertising forms and formats, this book provides a guide for students as well as useful reading for researchers and advanced scholars of advertising and marketing communications.   The Open Access version of this book, available at http:\/\/www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives (CC BY-NC-ND) 4.0 license.","brand":"MediaPlace","offers":[{"title":"Default Title","offer_id":58195543687550,"sku":"NW9781041143758","price":61.09,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/mediaplace.com\/products\/mapping-the-media-marketing-ecology","provider":"MediaPlace","version":"1.0","type":"link"}