Advances in Advertising Research IX | Power to Consumers. Este artículo no está disponible.
Idioma: inglés
Editorial: Springer Fachmedien Wiesbaden, 2018
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- Nuevo
Librería: preigu, Osnabrück, Alemaniapreigu
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Descripción del artículo del vendedor
N° de ref. del artículo 116826441
- Título
- Advances in Advertising Research IX | Power to Consumers
- Autor
- Verolien Cauberghe (u. a.)
- Editorial
- Springer Fachmedien Wiesbaden
- Año de publicación
- 2018
- Estado
- Neu
- Encuadernación
- Taschenbuch
- Idioma
- inglés
- ISBN 10
- 3658248661
- ISBN 13
- 9783658248666
- Peso del artículo
- 476 gramos
- Dimensiones
- 210 x 148 x 20 mm
- Serie
- Libro 5 de 6: European Advertising Academy
- Catálogos de vendedores
- Bücher
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.
“Sinopsis” puede pertenecer a otra edición de este título.
Acerca del autor
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.“Acerca de” puede pertenecer a otra edición de este título.