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dc.contributor.authorBang, Tor
dc.contributor.authorKrokan, Arne
dc.contributor.authorViken, Monica
dc.contributor.editorBarland, Jens
dc.date.accessioned2017-09-01 23:55:55
dc.date.accessioned2018-06-28 15:17:11
dc.date.accessioned2020-04-01T13:25:38Z
dc.date.available2020-04-01T13:25:38Z
dc.date.issued2016
dc.identifier637289
dc.identifierOCN: 982244793en_US
dc.identifier.urihttp://library.oapen.org/handle/20.500.12657/31163
dc.description.abstractThis 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.
dc.languageUncoded languages
dc.subject.classificationthema EDItEUR::J Society and Social Sciencesen_US
dc.subject.othermedia
dc.subject.otherjournalism
dc.subject.othermarketing
dc.subject.othercontent marketing
dc.titleInnholdsmarkedsføring
dc.title.alternativeKonsept, forretningsmodeller, juss, etikk og praksis
dc.typebook
oapen.identifier.doi10.17585/noasp.5.8
oapen.relation.isPublishedBybf7b42a4-6892-42e3-aaf8-8f32c8470a8b
oapen.relation.isbn9788202530495
oapen.identifier.ocn982244793


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