Introduction

Antony Young

A chapter in Brand Media Strategy, 2014, pp 1-5 from Palgrave Macmillan

Abstract: Abstract In the first decade of the new millennium, a digital revolution swept into the midtown headquarters of New York’s media moguls and snapped all the golden rules. Upending business models and the role of mass media itself, that revolution has also engulfed Madison Avenue. The ongoing turmoil brought with it an invigorating tumult of fresh ideas, inspiration, and innovation in the marketing and promotion of brands.

Keywords: Media Planning; Marketing Communication; Brand Communication; Digital Revolution; Fresh Idea (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_1

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DOI: 10.1057/9781137447715_1

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