TY  - GEN
N2  - This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
AB  - This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
T1  - Advances in Advertising Research IX:Power to Consumers.
DA  - July 2018
CY  - Wiesbaden :
CY  - Secaucus :
AU  - Cauberghe, Verolien
AU  - Hudders, Liselot
AU  - Eisend, Martin
CN  - HD28-70HF5415.1255HF
PB  - Springer Gabler. in Springer Fachmedien Wiesbaden GmbH
PB  - Springer [Distributor]
PP  - Wiesbaden :
PP  - Secaucus :
PY  - July 2018
ID  - 844561
SN  - 9783658226800
SN  - 3658226803
TI  - Advances in Advertising Research IX:Power to Consumers.
LK  - https://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-658-22681-7
UR  - https://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-658-22681-7
ER  -