(Chapter, 2016)This chapter is partly conceptual, based on state-of-the-art market communication and public relations research, and partly empirical, based on text analysis and interviews with industry practitioners and leaders. We ...
(Chapter; Peer reviewed, 2016)This chapter investigates the legal and ethical framework for content marketing. The use of content marketing necessitates special considerations due to its legal implications for the marketer. In addition, legal rules ...