Advances in Advertising Research: Multiple Touchpoints in Brand Communication (10) - Couverture rigide

Couverture rigide

ISBN 10 : 3658248777 ISBN 13 : 9783658248772

Editeur : Springer Gabler, 2019

Synopsis

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.

A propos du livre

À propos de l'auteur

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.

À propos de la quatrième de couverture

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.

Contents

• Digital Communications and Multiple Touchpoints
• Creativity in Advertising
• Consumer Responses to Multiple Communications

Target Groups

Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas

The Editors

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.

Détails de l'édition

• Éditeur: Springer Gabler
• Date d'édition: 2019
• Langue: anglais
• ISBN 10: 3658248777
• ISBN 13: 9783658248772
• Reliure: Relié
• Nombre de pages: 240
• Éditeur: Bigne Enrique, Rosengren Sara
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Allemagne