Branded Content Strategy: Meaningful Stakeholder Interaction

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationThe Handbook of Strategic Public Relations and Integrated Marketing Communications
EditorsClarke L. Caywood
PublisherMcGraw Hill
Chapter52
Pages797-814
Number of pages18
Edition2
ISBN (Print)978-00717674
StatePublished - 2012

Cite this

Caywood, C. L. (2012). Branded Content Strategy: Meaningful Stakeholder Interaction. In C. L. Caywood (Ed.), The Handbook of Strategic Public Relations and Integrated Marketing Communications (2 ed., pp. 797-814). McGraw Hill.