Advances in Advertising Research X

Multiple Touchpoints in Brand Communication

AvEnrique Bigne,Sara Rosengren

Inbunden, Engelska, 2019

Del i serien European Advertising Academy

1 348 kr

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2019-10-15
Mått:148 x 210 x 19 mm
Vikt:443 g
Format:Inbunden
Språk:Engelska
Serie:European Advertising Academy
Antal sidor:240
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658248772

Utforska kategorier

Reklam inom Ekonomi och Ledarskap

Mer om författaren

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.