It matters who “they” think you are: Categorizing the customer in marketing communications and the effects on the customer

Presentation

The Changing Roles of Advertising

Komm

ICORIA-The changing roles of advertising, Conference (Stockholm, 2012-06-28 - 2012-06-30)

2012

Metrics

4 Record Views

Title: It matters who “they” think you are
Creators - without role: Magnus Söderlund - Stockholm School of Economics, Department of Marketing and Strategy
Claes Robert Julander - Stockholm School of Economics, Center for Consumer Marketing
Publication Details: The Changing Roles of Advertising
Event: ICORIA-The changing roles of advertising, Conference (Stockholm, 2012-06-28 - 2012-06-30)
Publisher: Komm; Stockholm
Identifiers: 991001480633706056
Academic Unit: Department of Marketing and Strategy; Center for Consumer Marketing
Language: English
Resource Type: Presentation