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Advances in Advertising Research XIII : Frontiers of Advertising: Re-considering Its Shapes and Forms.
・ISBN 978-3-658-43935-4 hard EUR 129.99
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| 著者・編者 | Gunina, Daria / Waiguny, Martin K. J. (eds.), |
|---|---|
| シリーズ | European Advertising Academy |
| 出版社 | (Springer, GW) |
| 出版年月 | 2024.12 |
| ページ数 | 239 pp. |
| 言語 | ENG |
| ニュース番号 | ＜734-498＞ |
解説
This book provides insights into modern advertising's evolving landscape, revealing how digital innovation and social media have transformed communication strategies and consumer engagement. It addresses the crucial need to understand advertising's multifaceted nature in an era where digital platforms continually redefine brand-consumer interactions. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 20th International Conference in Advertising (ICORIA), held in Prague (Czech Republic) in June 2022. This insightful collection is designed for academic researchers, instructors, students in advertising, communication, marketing, and media management, and professionals seeking to stay ahead in the ever-evolving world of advertising.