| Digital Advertising: Theory and Research Contributor(s): Rodgers, Shelly (Editor), Thorson, Esther (Editor) |
|
 |
ISBN: 1138654426 ISBN-13: 9781138654426 Publisher: Routledge OUR PRICE: $199.50 Product Type: Hardcover - Other Formats Published: March 2017 |
| Additional Information |
| BISAC Categories: - Business & Economics | Consumer Behavior - General - Psychology - Business & Economics | Advertising & Promotion |
| Dewey: 659.144 |
| LCCN: 2016043446 |
| Series: Advances in Consumer Psychology |
| Physical Information: 466 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners. |