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Advances in Advertising Research X : Multiple Touchpoints in Brand Communication.
・ISBN 978-3-658-24877-2 hard EUR 119.99
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| 著者・編者 | Bigne, Enrique / Rosengren, S. (eds.), |
|---|---|
| シリーズ | European Advertising Academy |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2019 |
| ページ数 | 240 pp. |
| 言語 | ENG |
| ニュース番号 | ＜654-L1407 654-P2568＞ |
解説
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.