Advertising Research

Advertising Research

The Internet, Consumer Behavior, and Strategy

by American Marketing Association, George Martin Zinkhan

281 pages· 2000· ISBN 9780877572886
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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.

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