Application of Gaming in New Media Marketing, 1st Edition

  • Pratika Mishra
  • Swati Oberoi Dham
  • ISBN-10: 1522560653
  • ISBN-13: 9781522560654
  • 312 Pages | eBook
  • Original Copyright 2019 | Available October 2019
  • This publication's content originally published in print form: 2019
  • Price:  Sign in for price



The advent of the internet largely changed the landscape of marketing to adopt a wide variety of communication techniques and creative selling on virtual platforms. Gaming provides a highly pervasive and influential mode of offering new media communication to consumers that can be further improved by digital innovation. This title is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. Highlighting a range of topics including digital advertising, media planning, and social media marketing, this book is ideally designed for marketers, software developers, managers, business researchers, academicians, and graduate-level students seeking current research on new and innovative methods to reach and connect with audiences through games in a highly interactive, measurable, and focused way.