02709 am 22004573u 450 991015651410332120190507155957.0(CKB)3710000000987300(EXLCZ)99371000000098730020170102d2016uuuu fy| 0norurmu#---uuuuutxtrdacontentcrdamediacrrdacarrierInnholdsmarkedsføring[electronic resource] konsept, forretningsmodeller, juss, etikk og praksis /Jens Barland (red.), Tor Bang, Arne Krokan, Monica VikenOslo, Norway :Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publication),2016.©20161 online resource (248 pages) 1 illustration (colour); digital, PDF file(s)82-02-53049-0 Includes bibliographical references.This book describes the concept of content marketing in a Norwegian context. Its subtitle, meaning “concept, business models, legal aspects, ethics and practice”, is comprised of key words for each chapter. The concept chapter includes trends and historical roots, as well as a discussion of the definition of ‘content marketing’. The book is concerned about the practice of content marketing in a context where media are digitalized, and how digitalization is linked to changes in business models for the media. However, content marketing practices are challenging the legal framework as well as ethical restrictions in several ways. One example is freedom of expression concerning commercial content. Another is the debate on content marketing as native advertisements in editorial products, and the risk of mixing such commercial content with journalism. This book is the first to be published on this topic in the Norwegian language based on scientific research and including many examples from Norwegian practices.MarketingMoral and ethical aspectsNorwayMarketingLaw and legislationMass mediaMarketingDigital communicationsLaw and legislationDigital communicationsMoral and ethical aspectsElectronic books.MarketingMoral and ethical aspectsMarketingLaw and legislation.Mass mediaMarketing.Digital communicationsLaw and legislation.Digital communicationsMoral and ethical aspects.Barland JensBang TorKrokan ArneViken MonicaBOOK9910156514103321Innholdsmarkedsføring2076587UNINA