Digital Advertising and Consumer Behavior | 13.97 MB

Title: Digital Advertising and Consumer Behavior
Author: Nirma Sadamali Jayawardena, Sara Quach, Park Thaichon, Abhishek Behl
Category: Business & Finance, Marketing & Sales, Consumer Behaviour, Nonfiction, Health & Well Being, Psychology
Language: English | 303 Pages | ISBN: 9781317225454

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.

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