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Advances in advertising research X =...

Bigne, Enrique.

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Advances in advertising research X = multiple touchpoints in brand communication /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Advances in advertising research X/ edited by Enrique Bigne, Sara Rosengren.
其他題名:	multiple touchpoints in brand communication /
其他作者:	Bigne, Enrique.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2019.,
面頁冊數:	xi, 240 p. :ill., digital ;24 cm.
內容註:	Digital Communications and Multiple Touchpoints -- Creativity in Advertising -- Consumer Responses to Multiple Communications.
Contained By:	Springer eBooks
標題:	Advertising. -
電子資源:	https://doi.org/10.1007/978-3-658-24878-9
ISBN:	9783658248789

Advances in advertising research X = multiple touchpoints in brand communication /
Advances in advertising research Xmultiple touchpoints in brand communication /[electronic resource] :edited by Enrique Bigne, Sara Rosengren. - Wiesbaden :Springer Fachmedien Wiesbaden :2019. - xi, 240 p. :ill., digital ;24 cm. - European advertising academy,2626-0328. - European advertising academy..

Digital Communications and Multiple Touchpoints -- Creativity in Advertising -- Consumer Responses to Multiple Communications.

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.

ISBN: 9783658248789

Standard No.: 10.1007/978-3-658-24878-9doiSubjects--Topical Terms:

570176
Advertising.

LC Class. No.: HF5823 / .A383 2019

Dewey Class. No.: 659.1

Advances in advertising research X = multiple touchpoints in brand communication /
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