Definitions of and actors involved in digital marketing’s return on investment

Laurent Florès

Chapter Chapter 1 in How to Measure Digital Marketing, 2014, pp 3-25 from Palgrave Macmillan

Abstract: Abstract The emergence of the Internet – a wholly new medium – and its implications are probably the biggest change that marketing has faced since World War II. It is no longer just a fad, but a truly new order.

Keywords: Digital Medium; Brand Image; Marketing Campaign; Advertising Agency; Audience Measurement (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34069-6_1

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DOI: 10.1057/9781137340696_1

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