Browsing (2020) Volumen 25. Número 49 by Author "Alvarez Rodríguez, Víctor"
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El product placement inverso como ejercicio de relaciones públicas: el caso de Rick’s Café
Alvarez Rodríguez, Víctor (Servicio Editorial de la Universidad del País Vasco/Euskal Herriko Unibertsitatearen Argitalpen Zerbitzua, 2020)This article is a theoretical-practical approach to the reverse product placement advertising tool as a developer element of public relations. We have proposed an exploratory-descriptive methodology divided into phases. ...