The construction of marketing measures
The construction of marketing measures
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营销措施建设
DOI：
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发表时间：
2018
期刊：
影响因子：
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通讯作者：
Robert Cluley
中科院分区：
文献类型：
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作者：
Robert Cluley
这项研究旨在发展对营销措施的批判性理解。营销措施告知各种营销实践，并已受到道德，话语和认识论的批评。通过一系列的理论工作，本研究揭示了数字广告中一个关键营销措施的构建：可视性。它显示了如何调动和协调一系列相互竞争的利益;如何稳定利益对象;以及如何协调衡量标准。通过这一叙述，我们可以看到，随着参与者就哪些事情重要以及哪些事情重要达成一致，准确性、意识形态和道德问题是如何被排除在外的。
This study seeks to develop a critical understanding of marketing measures. Marketing measures inform a variety of marketing practices and have been subject to ethical, discursive and epistemological critique. Informed by a range of theoretical work, this study sheds light on the construction of a key marketing measure in digital advertising: viewability. It shows how a range of competing interests can be mobilized and aligned; how an object of interest can be stabilized; and how standards for measurement can be reconciled. Across this account, we can see how issues of accuracy, ideology and ethics are bracketed off as participants agree on which things matter and which things count.
具有讽刺意味的启示技术：在神经市场中塑造消费者
影响因子：
2.4
作者：
Schneider T
通讯作者：
Schneider T