Advances in Advertising Research IX: Power to Consumers.
2018
HD28-70HF5415.1255HF
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Details
Title
Advances in Advertising Research IX: Power to Consumers.
ISBN
9783658226800
3658226803
3658226803
Publication Details
Wiesbaden : Springer Gabler. in Springer Fachmedien Wiesbaden GmbH July 2018 Secaucus : Springer [Distributor]
Language
English
Description
1 online resource.
Item Number
9783658226800
Call Number
HD28-70HF5415.1255HF
Summary
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.
Note
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.
Access Note
Access limited to authorized users.
Series
European Advertising Academy Ser.
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Online Access
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