Téléchargez le livre : Advances in Advertising Research IX

Advances in Advertising Research IX

Power to Consumers
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Paru le : 2018-07-04

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 ...
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Description du livre


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.

À propos

Auteur
Verolien Cauberghe , Martin Eisend , Liselot Hudders
Éditeur
Springer Gabler
Collection
European Advertising Academy
Parution
2018-07-04
Pages
353 pages
EAN papier
9783658226800

Caractéristiques détaillées - droits

EAN PDF
9783658226817
Prix
94,94 €
Nombre pages copiables
3
Nombre pages imprimables
35
Taille du fichier
9585 Ko
Ce livre est accessible aux handicaps informations d'accessibilité

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