Effectiveness of an Interactive Marketing Platform in Taipei: where practise leads theory - Couverture souple

Bagge, John; Schou, Kristoffer

Couverture souple

ISBN 10 : 3844305769 ISBN 13 : 9783844305760

Editeur : LAP LAMBERT Academic Publishing, 2011

Synopsis

While the promises of digital media does seem alluring from a marketing perspective, the authors contend that a lot of innovation in the field relies too much on practical assumptions. By focusing on a novel interactive marketing platform, the authors develop a sophisticated theoretical framework, facilitating a thorough analysis, which sheds some much needed light on the effectiveness of digital marketing. Theories and concepts as diverse as technology acceptance, consumer attitudes and modularity and customisation are included in the research. By conducting the vast majority of primary research personally in Taipei, the authors' analysis delivers recommendations to not only theorists in the field of digital marketing but to practitioners as well. This book contains the master thesis of the two authors in its original form as submitted to the Copenhagen Business School in the fall of 2009 under the supervision of Associate Professor, Juliana Mikkola. It was subsequently awarded the highest grade for exceptional achievement.

A propos du livre

À propos des auteurs

Both authors hold a M.Sc. degree in International Marketing and Management from the Copenhagen Business School. With a background in service management and philosophy respectively, they have always coupled their diverse academic expertise with professional experience. This book is a testament of their academic achievements.

Both authors hold a M.Sc. degree in International Marketing and Management from the Copenhagen Business School. With a background in service management and philosophy respectively, they have always coupled their diverse academic expertise with professional experience. This book is a testament of their academic achievements.

Détails de l'édition

• Éditeur: LAP LAMBERT Academic Publishing
• Date d'édition: 2011
• Langue: anglais
• ISBN 10: 3844305769
• ISBN 13: 9783844305760
• Reliure: Broché
• Nombre de pages: 156
• Coordonnées du fabricant: non disponible
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