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Advertising Research: The Internet, Consumer Behavior, and Strategy
by
Binding: Paperback, 1 edition, 281 pages
Publisher: South-Western Educational Pub
Weight: 1.35 pound
Dimension: H: 0.75 x L: 10.9 x W: 0.58 inches
ISBN 10: 0877572887
ISBN 13: 9780877572886
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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. This compilation of articles was originally presented at AMA's Educators' Conferences. Following the themes of the conferences, the articles are intended to stimulate fresh insights and provide even seasoned readers with a new perspective on traditional topics. The contributors to this volume offer perspectives on advertising research and the Internet in seven sections.


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