Dansk
Advances in Advertising Research IX e-bog
875,33 DKK
(inkl. moms 1094,16 DKK)
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 (...
E-bog
875,33 DKK
Forlag
Springer Gabler
Udgivet
4 juli 2018
Genrer
Occupational and industrial psychology
Sprog
English
Format
pdf
Beskyttelse
LCP
ISBN
9783658226817
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.