Advances in Advertising Research X Multiple Touchpoints in Brand Communication /

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Bigne, Enrique (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt), Rosengren, Sara (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2019.
• Έκδοση: 1st ed. 2019.
• Σειρά: European Advertising Academy,
• Θέματα: Economics-Psychological aspects.; Motivation research (Marketing).; Branding (Marketing).; Internet marketing.; Economic Psychology.; Consumer Behavior.; Branding.; Online Marketing/Social Media.

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 di...