Advances in Advertising Research X (inbunden)
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Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
240
Utgivningsdatum
2019-10-15
Upplaga
1st ed. 2019
Förlag
Springer Gabler
Medarbetare
Bigne, Enrique (ed.), Rosengren, Sara (ed.)
Illustratör/Fotograf
Bibliographie
Illustrationer
34 Illustrations, black and white; XI, 240 p. 34 illus.
Dimensioner
210 x 148 x 16 mm
Vikt
454 g
Antal komponenter
1
Komponenter
1 Hardback
ISBN
9783658248772
Advances in Advertising Research X (inbunden)

Advances in Advertising Research X

Multiple Touchpoints in Brand Communication

av Enrique Bigne, Sara Rosengren
Inbunden,  Engelska, 2019-10-15
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This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.
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Övrig information

Enrique Bigne is Professor of Marketing at the University of Valencia, Spain. Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.

Innehållsförteckning

Digital Communications and Multiple Touchpoints.- Creativity in Advertising.- Consumer Responses to Multiple Communications.

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