Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix

Paul A. Pavlou; David W. Stewart

doi:10.1007/978-3-319-11927-4_68

Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix

Paul A. Pavlou, David W. Stewart

University of Southern California

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	218-222
Number of pages	5
DOIs	https://doi.org/10.1007/978-3-319-11927-4_68
State	Published - 2015
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

ASJC Scopus Subject Areas

Marketing
Strategy and Management

Keywords

Dynamic Role
Information System
Interactive Context
Interactive Medium
Structuration Theory

Access to Document

10.1007/978-3-319-11927-4_68

Cite this

Pavlou, P. A., & Stewart, D. W. (2015). Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 218-222). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-11927-4_68

Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. / Pavlou, Paul A.; Stewart, David W.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 218-222 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Pavlou, PA & Stewart, DW 2015, Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 218-222. https://doi.org/10.1007/978-3-319-11927-4_68

@inbook{9d4978007f844ef6b5ac8bda7b5e2915,

title = "Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix",

keywords = "Dynamic Role, Information System, Interactive Context, Interactive Medium, Structuration Theory",

author = "Pavlou, {Paul A.} and Stewart, {David W.}",

note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",

year = "2015",

doi = "10.1007/978-3-319-11927-4_68",

language = "English",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

publisher = "Springer Nature",

pages = "218--222",

booktitle = "Developments in Marketing Science",

}

TY - CHAP

T1 - Interactive Advertising

T2 - A New Conceptual Framework Towards Integrating Elements of the Marketing Mix

AU - Pavlou, Paul A.

AU - Stewart, David W.

PY - 2015

Y1 - 2015

KW - Dynamic Role

KW - Information System

KW - Interactive Context

KW - Interactive Medium

KW - Structuration Theory

UR - http://www.scopus.com/inward/record.url?scp=85124737314&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85124737314&partnerID=8YFLogxK

U2 - 10.1007/978-3-319-11927-4_68

DO - 10.1007/978-3-319-11927-4_68

M3 - Chapter

AN - SCOPUS:85124737314

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 218

EP - 222

BT - Developments in Marketing Science

PB - Springer Nature

ER -

Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix

Publication series

ASJC Scopus Subject Areas

Keywords

Access to Document

Other files and links

Cite this