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  1. 1 Studia Ekonomiczne

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  1. 1 2013

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  1. 1 Mitręga M.

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Advergaming jako rozwijająca się forma komunikacji marketingowej

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Mitręga M.
Studia Ekonomiczne
|
2013
|
vol. 140
133-143
EN
This paper focuses on advergaming as relatively new form of marketing communication. In the introduction the definition of advergaming as well as its meaning for marketing is presented. Secondly, paper sketches the typology of advergaming considering the most known criteria. Thirdly, prior studies on advergaming are reviewed and factors influencing on customers attitudes toward advergaming are discussed. The paper concludes deliberating on existing knowledge on marketing and suggests some directions for further research in this area.
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