From advertising to engagement

Edward C. Malthouse*, Bobby J. Calder

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Scopus citations
Original languageEnglish (US)
Title of host publicationThe Handbook of Communication Engagement
PublisherWiley-Blackwell
Pages411-420
Number of pages10
ISBN (Electronic)9781119167600
ISBN (Print)9781119167518
DOIs
StatePublished - Feb 9 2018

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

Cite this

Malthouse, E. C., & Calder, B. J. (2018). From advertising to engagement. In The Handbook of Communication Engagement (pp. 411-420). Wiley-Blackwell. https://doi.org/10.1002/9781119167600.ch28