Advertising Research The Internet, Consumer Behavior, and Strategy |
|
| Author:
| Zinkhan, George M. |
| Contribution by:
| American Marketing Association Staff, |
| ISBN: | 978-0-87757-288-6 |
| Publication Date: | Jul 2000 |
| Publisher: | Cengage South-Western
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| Book Format: | Paperback |
| List Price: | AUD $92.95 |
Book Description:
|
The Internet has revolutionized the way advertising research is conducted. From traditional research problems, such as ethics, to brand new issues, such as online advertising, every aspect of advertising research has changed to adjust to the advent of the Internet and its related technologies. The articles in this reader are intended to stimulate fresh insights and provide even seasoned readers with a new perspective on traditional topics.
The Internet has revolutionized the way advertising research is conducted. From traditional research problems, such as ethics, to brand new issues, such as online advertising, every aspect of advertising research has changed to adjust to the advent of the Internet and its related technologies. The articles in this reader are intended to stimulate fresh insights and provide even seasoned readers with a new perspective on traditional topics.