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An Investigation of Advertising Agency Creative Managers' Perspectives on the Impact of Digital Threats and Opportunities: The Case of UK SMEs – It Is Tricky; How Does a Brand Leopard Change Its Spots?

Raghubansie, Antonius; Samaradivakara, Chandrani A.

Authors

Chandrani A. Samaradivakara



Citation

Raghubansie, A., & Samaradivakara, C. A. (2021). An Investigation of Advertising Agency Creative Managers' Perspectives on the Impact of Digital Threats and Opportunities: The Case of UK SMEs – It Is Tricky; How Does a Brand Leopard Change Its Spots?. . IGI Global. https://doi.org/10.4018/978-1-7998-7192-7.ch020

Publication Date 2021
Deposit Date Jul 5, 2023
Pages 362-379
ISBN 9781799871927; 9781799871941
DOI https://doi.org/10.4018/978-1-7998-7192-7.ch020