Innholdsmarkedsføring: Konsept, forretningsmodeller, juss, etikk og praksis

Authors

Jens Barland
Tor Bang
Arne Krokan
Monica Viken

Synopsis

This 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.

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Author Biographies

Jens Barland

Jens Barland is an associate professor of media management and innovation within the Faculty of Computer Science and Media Technology at the Norwegian University of Science and Technology. He holds a master's degree in international relations from the United States International University in Nairobi, Kenya, and a Ph.D. in media science from the University of Oslo. He is currently study program manager for the bachelor program in media management. Dr. Barland has more than 20 years of experience in the media industry as a journalist and manager, among others at Dagbladet and Aftenposten, and has been editor-in-chief and CEO at Stavanger Aftenblad.

Tor Bang

Tor Bang is an associate professor in the Department of Communication and Culture at BI Norwegian Business School. He holds a master's degree (cand. polit.) in media science from the University of Oslo and a Ph.D. in political communication from the University of Bergen, Norway. Dr. Bang has written several textbooks on media science and communication. He is currently associate dean of BI Norwegian Business School’s bachelor program for public relations and marketing communication. He also lectures for several executive programs.

Arne Krokan

Arne Krokan is a professor of sociology at the Norwegian University of Science and Technology, and professor of digital economy and marketing at Kristiania University College. He holds two Ph.D.s, one in sociology and another in communication, from the University of Oslo. Professor Krokan is the author of several books analyzing the transition from an industrial to a digital network society. His latest books are The Digital Economy (2010), Smart Learning (2012), The Network Economy (2013) and The Friction Free Society (2015) [book titles translated from Norwegian].

Monica Viken

Monica Viken is an associate professor in the Department of Law at BI Norwegian Business School. She holds a Ph.D. in law from Copenhagen Business School, with a dissertation on the evidential value of market surveys in trademark and marketing practice litigation (“Markedsundersøkelser som bevis i varemerke- og markedsføringsrett”). She has published several scholarly legal articles, both nationally and internationally. Dr. Viken is an associate dean for BI’s bachelor program in business law and is responsible for several law courses at BI.

Cover for Innholdsmarkedsføring: Konsept, forretningsmodeller, juss, etikk og praksis

Details about the available publication format: PDF

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9788202530495
doi
10.17585/noasp.5.8

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9788202530495
doi
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9788202530495
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10.17585/noasp.5.10

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9788202530495
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