| Original language | English (US) |
|---|---|
| Title of host publication | The New Advertising |
| Subtitle of host publication | Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era |
| Editors | Ruth E Brown, Valerie K Jones, Ming Wang |
| Place of Publication | Santa Barbara, CA |
| Publisher | Praeger |
| Chapter | 1 |
| Pages | 3-32 |
| Number of pages | 30 |
| ISBN (Print) | 9781440833427 |
| State | Published - 2016 |
Ripe for Change - But Resisting It
Don Edward Schultz
Research output: Chapter in Book/Report/Conference proceeding › Chapter