Advances in Advertising Research IX | Power to Consumers

Verolien Cauberghe (u. a.)

ISBN 10: 3658248661 / ISBN 13: 9783658248666

Editore: Springer Fachmedien Wiesbaden, 2018

Advances in Advertising Research IX | Power to Consumers | Verolien Cauberghe (u. a.) | Taschenbuch | European Advertising Academy | xii | Englisch | 2018 | Springer Fachmedien Wiesbaden | EAN 9783658248666 | Verantwortliche Person für die EU: Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu. Codice articolo 116826441

Riassunto:

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.

Informazioni sull'autore:

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.

Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Dati bibliografici

Titolo: Advances in Advertising Research IX | Power ...
Casa editrice: Springer Fachmedien Wiesbaden
Data di pubblicazione: 2018
Legatura: Taschenbuch
Condizione: Neu