Advances in Advertising Research IX : Power to Consumers
Softcover reprint of the original 1st ed. 2018
Book Details
Format
Paperback / Softback
Book Series
European Advertising Academy
ISBN-10
3658248661
ISBN-13
9783658248666
Edition
Softcover reprint of the original 1st ed. 2018
Publisher
Springer Fachmedien Wiesbaden
Imprint
Springer Gabler
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 25th, 2018
Print length
353 Pages
Ksh 16,200.00
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This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. Advances in Advertising Research are published by the European Advertising Academy (EAA).
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.
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