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035   $a(CKB)3710000000987300
035   $a(oapen)https://directory.doabooks.org/handle/20.500.12854/37556
035   $a(EXLCZ)993710000000987300
100   $a20170102d2016uuuu  fy|            0
101 0 $anor
135   $aurmu#---uuuuu
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 00$aInnholdsmarkedsføring$b[electronic resource] $ekonsept, forretningsmodeller, juss, etikk og praksis /$fJens Barland (red.), Tor Bang, Arne Krokan, Monica Viken
210   $cCappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing)$d2016
210  1$aOslo, Norway :$cCappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publication),$d2016.
210  4$d©2016
215   $a1 online resource (248 pages) $c1 illustration (colour); digital, PDF file(s)
311   $a82-02-53049-0 
320   $aIncludes bibliographical references.
330   $aThis 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.
606   $aMarketing$xMoral and ethical aspects$zNorway
606   $aMarketing$xLaw and legislation
606   $aMass media$xMarketing
606   $aDigital communications$xLaw and legislation
606   $aDigital communications$xMoral and ethical aspects
610   $amedia
610   $ajournalism
610   $amarketing
610   $acontent marketing
615  0$aMarketing$xMoral and ethical aspects
615  0$aMarketing$xLaw and legislation.
615  0$aMass media$xMarketing.
615  0$aDigital communications$xLaw and legislation.
615  0$aDigital communications$xMoral and ethical aspects.
700   $aBang$b Tor$4auth$01375054
702   $aBarland$b Jens
702   $aBang$b Tor
702   $aKrokan$b Arne
702   $aViken$b Monica
801  2$bUkMaJRU
906   $aBOOK
912   $a9910563157903321
996   $aInnholdsmarkedsføring$93409114
997   $aUNINA