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Editor's preface / Gabriele Siegert, M. Bjørn von Rimscha, and Stephanie Grubenmann -- Information and disinformation about advertising / Kati Förster and Ulli Weish -- Information and disinformation through advertising / Roland Mangold -- Information about users / Andrew McStay -- Inclusion...
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Cover -- Title -- Copyright -- Dedication -- Contents -- About the Contributors -- Foreword -- Preface -- Acknowledgments -- Part I Research Foundations -- 1 Revisiting the Interactive Advertising Model (IAM) after 15 Years: An Analysis of Impact and Implications -- 2 Network Advertising Model...
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PART 1: Understanding Digital Marketing in the Automotive Semiconductor Industry -- Chapter 1. Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company -- Chapter 2. Digital Customer Engagement in the Automotive Semiconductor Industry:...
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