Advances in Advertising Research (Vol. V)

Extending the Boundaries of Advertising

AvIvana Bušljeta Banks,Patrick De Pelsmacker

Inbunden, Engelska, 2014

Del 5 i serien European Advertising Academy

577 kr

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Beskrivning

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.

Produktinformation

Utgivningsdatum:2014-12-08
Mått:148 x 210 x 24 mm
Vikt:558 g
Format:Inbunden
Språk:Engelska
Serie:European Advertising Academy
Antal sidor:330
Upplaga:2015
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658081317

Utforska kategorier

Ledarskapsböcker inom Ekonomi och Ledarskap
Reklam inom Ekonomi och Ledarskap

Mer om författaren

Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.

Innehållsförteckning

Advertising Appeals and Processing.- Online and Mobile Advertising.- TV Advertising and Product Placement.- Cultural, Gender and Age Issues in Advertising.- Branding Challenges.- IMC.