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03553nam a2200529 4500 |
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978-3-658-24878-9 |
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DE-He213 |
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20191027152759.0 |
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cr nn 008mamaa |
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191005s2019 gw | s |||| 0|eng d |
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|a 9783658248789
|9 978-3-658-24878-9
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|a 10.1007/978-3-658-24878-9
|2 doi
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|a 158
|2 23
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|a Advances in Advertising Research X
|h [electronic resource] :
|b Multiple Touchpoints in Brand Communication /
|c edited by Enrique Bigne, Sara Rosengren.
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| 250 |
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|a 1st ed. 2019.
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|a Wiesbaden :
|b Springer Fachmedien Wiesbaden :
|b Imprint: Springer Gabler,
|c 2019.
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| 300 |
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|a XI, 240 p. 34 illus.
|b online resource.
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
|2 rdamedia
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|a online resource
|b cr
|2 rdacarrier
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|a text file
|b PDF
|2 rda
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| 490 |
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|a European Advertising Academy,
|x 2626-0328
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|a Digital Communications and Multiple Touchpoints -- Creativity in Advertising -- Consumer Responses to Multiple Communications.
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|a 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.
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| 650 |
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|a Economics-Psychological aspects.
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| 650 |
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|a Motivation research (Marketing).
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| 650 |
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|a Branding (Marketing).
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| 650 |
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|a Internet marketing.
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| 650 |
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|a Economic Psychology.
|0 http://scigraph.springernature.com/things/product-market-codes/Y20230
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| 650 |
2 |
4 |
|a Consumer Behavior.
|0 http://scigraph.springernature.com/things/product-market-codes/513060
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| 650 |
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|a Branding.
|0 http://scigraph.springernature.com/things/product-market-codes/513070
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| 650 |
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|a Online Marketing/Social Media.
|0 http://scigraph.springernature.com/things/product-market-codes/513010
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| 700 |
1 |
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|a Bigne, Enrique.
|e editor.
|4 edt
|4 http://id.loc.gov/vocabulary/relators/edt
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| 700 |
1 |
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|a Rosengren, Sara.
|e editor.
|4 edt
|4 http://id.loc.gov/vocabulary/relators/edt
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| 710 |
2 |
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|a SpringerLink (Online service)
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| 773 |
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|t Springer eBooks
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| 776 |
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|i Printed edition:
|z 9783658248772
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| 776 |
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|i Printed edition:
|z 9783658248796
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| 830 |
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|a European Advertising Academy,
|x 2626-0328
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| 856 |
4 |
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|u https://doi.org/10.1007/978-3-658-24878-9
|z Full Text via HEAL-Link
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|a ZDB-2-BSP
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| 950 |
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|a Behavioral Science and Psychology (Springer-41168)
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