How Marketers View Contemporary Marketing Communication: The Mac Model

Gerard Prendergast; Douglas West; Ka Wai Karrie Yip

How Marketers View Contemporary Marketing Communication: The Mac Model

Gerard Prendergast
, Douglas West
, Ka Wai Karrie Yip

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Original language	English
Title of host publication	The Proceedings of the 2017 Global Conference of the American Academy of Advertising
Editors	Jisu Huh
Publisher	American Academy of Advertising
Pages	108-117
Number of pages	10
ISBN (Print)	9780931030536
Publication status	Published - Jul 2017
Event	2017 American Academy of Advertising (AAA) Global Conference - Tokyo, Japan Duration: 6 Jul 2017 → 8 Jul 2017 https://aaasite.memberclicks.net/assets/Proceedings/2017fJapan.pdf (Link to conference proceedings)

Publication series

Name	Global conference proceedings of the American Academy of Advertising
ISSN (Print)	1535-8127

Conference

Conference	2017 American Academy of Advertising (AAA) Global Conference
Country/Territory	Japan
City	Tokyo
Period	6/07/17 → 8/07/17
Internet address	https://aaasite.memberclicks.net/assets/Proceedings/2017fJapan.pdf (Link to conference proceedings)

Cite this

@inproceedings{965d20f1969445f39e95db2a07e64fa0,

title = "How Marketers View Contemporary Marketing Communication: The Mac Model",

author = "Gerard Prendergast and Douglas West and Yip, \{Ka Wai Karrie\}",

year = "2017",

month = jul,

language = "English",

isbn = "9780931030536",

series = "Global conference proceedings of the American Academy of Advertising",

publisher = "American Academy of Advertising",

pages = "108--117",

editor = "Jisu Huh",

booktitle = "The Proceedings of the 2017 Global Conference of the American Academy of Advertising",

note = "2017 American Academy of Advertising (AAA) Global Conference ; Conference date: 06-07-2017 Through 08-07-2017",

url = "https://aaasite.memberclicks.net/assets/Proceedings/2017fJapan.pdf",

}

Prendergast, G, West, D & Yip, KWK 2017, How Marketers View Contemporary Marketing Communication: The Mac Model. in J Huh (ed.), The Proceedings of the 2017 Global Conference of the American Academy of Advertising. Global conference proceedings of the American Academy of Advertising, American Academy of Advertising, pp. 108-117, 2017 American Academy of Advertising (AAA) Global Conference, Tokyo, Japan, 6/07/17.

How Marketers View Contemporary Marketing Communication: The Mac Model. / Prendergast, Gerard; West, Douglas; Yip, Ka Wai Karrie.
The Proceedings of the 2017 Global Conference of the American Academy of Advertising. ed. / Jisu Huh. American Academy of Advertising, 2017. p. 108-117 (Global conference proceedings of the American Academy of Advertising).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

TY - GEN

T1 - How Marketers View Contemporary Marketing Communication

T2 - 2017 American Academy of Advertising (AAA) Global Conference

AU - Prendergast, Gerard

AU - West, Douglas

AU - Yip, Ka Wai Karrie

PY - 2017/7

Y1 - 2017/7

M3 - Conference proceeding

SN - 9780931030536

T3 - Global conference proceedings of the American Academy of Advertising

SP - 108

EP - 117

BT - The Proceedings of the 2017 Global Conference of the American Academy of Advertising

A2 - Huh, Jisu

PB - American Academy of Advertising

Y2 - 6 July 2017 through 8 July 2017

ER -