Construct · 1 fields · 1 citations

covert marketing: a standalone construct

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Marketing

marketing actions whose commercial source or intent is hidden from the people they target.

In marketing, covert marketing refers to marketing actions whose commercial source or intent is hidden from the people they target. This meaning comes from Milne (2008) in Journal of Public Policy & Marketing.[1]

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Nearby constructs

intent5 fields · 9 citationsjingle · one word, five constructs policy2 fields · 4 citationsjingle · one word, two constructs source4 fields · 4 citationsjingle · one word, four constructs

References

Milne, G. R., Bahl, S., & Rohm, A. (2008). Toward a Framework for Assessing Covert Marketing Practices. Journal of Public Policy & Marketing, 27(1), 57-62. https://doi.org/10.1509/jppm.27.1.57

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