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Advances in Advertising Research. (Vol. III) : Current Insights and Future Trends. 広告研究の発展 第3巻：現代の洞察と将来の傾向
・ISBN 978-3-8349-4290-6 hard EUR 49.99
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| 著者・編者 | Eisend, Martin / Langner, T. / Okazaki, Shintaro (eds.), |
|---|---|
| シリーズ | European Advertising Academy |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2012 |
| ページ数 | xii, 432 pp. |
| 言語 | ENG |
| ニュース番号 | ＜598-994＞ |
解説
?Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.