Handbook of Research on Narrative Advertising

Handbook of Research on Narrative Advertising

• Recep Yilmaz
  Ondokuz Mays University, Turkey

A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Book Series

Published in the United States of America by IGI Global (an imprint of IGI Global) 701 E. Chocolate Avenue Hershey PA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@igi-global.com Web site: http://www.igi-global.com/reference

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Library of Congress Cataloging-in-Publication Data

Names: Yilmaz, Recep, editor.
Title: Handbook of research on narrative advertising / Recep Yilmaz, editor.
Description: Hershey, PA : Business Science Reference, [2019] | Includes
bibliographical references and index.
Identifiers: LCCN 2019009162| ISBN 9781522597902 (hardcover : alk. paper) |
ISBN 9781522597919 (ebook)
Subjects: LCSH: Advertising. | Narration (Rhetoric) | Storytelling in mass
media.
Classification: LCC HF5804 .H356 2019 | DDC 659.101/4--dc23 LC record available at https://lccn.loc.gov/2019009162

This book is published under the IGI Global book series Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) (ISSN: 2327-5502 eISSN: 2327-5529)

British Cataloguing in Publication Data

A Cataloguing in Publication record for this book is available from the British Library.

All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the authors, but not necessarily of the publisher.

Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Eldon Y. Li (National Chengchi University, Taiwan & California Polytechnic State University, USA) ISSN: 2327-5502

Business processes, services, and communications are important factors in the management of good customer relationship, which is the foundation of any well organized business. Technology continues to play a vital role in the organization and automation of business processes for marketing, sales, and customer service. These features aid in the attraction of new clients and maintaining existing relationships.

The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series

addresses success factors for customer relationship management, marketing, and electronic services and its performance outcomes. This collection of reference source covers aspects of consumer behavior and marketing business strategies aiming towards researchers, scholars, and practitioners in the fields of marketing management.

The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series(ISSN 2327-5502) is published by IGI Global, 701 E. Chocolate Avenue, Hershey, PA 17033-1240, USA, www.igi-global.com. This series is composed of titlesavailable for purchase individually; each title is edited to be contextually exclusive from any other title within the series. For pricing and ordering information please visit http://www.igi-global.com/book-series/advances-marketing-customer-relationship-management/37150. Postmaster: send all address changes to above address. Copyright 2019 IGI Global. All rights, including translation in other languages reserved by the pulisher. No part of this series may be reproduced or used in any form or by any means - graphics, electronic, or mechanical, including photocopying, recoreding, taping, or information and retrieval systems - without written permission from the publisher, except for non commercial, educational use, including classroom teaching purposes. The views expressed in this series are those of the authors, but not necessarily of IGI Global

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