Defining, conceptualizing, and assessing the practice of branded content as a marketing communications strategy
Prof. Dr. Sylvia Chan-Olmsted, Dr. Lisa-Charlotte Wolter, Min Xiao
| Year of publication: |
Juni 2018
|
|---|---|
| Authors: | Chan-Olmsted, Sylvia M. ; Wolter, Lisa-Charlotte ; Xiao, Min |
| Published in: |
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung. - Hamburg : New-Business-Verl., ISSN 1436-798X, ZDB-ID 1473197-6. - Vol. 64.2018, 2, p. 18-30
|
| Subject: | Branded-Content | Content Marketing | Branded-Content KPIs | globale Experten | Engagement | Markenführung | Brand management | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Performance-Messung | Performance measurement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Zusammenfassung in deutscher Sprache |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011959729