Advances in Advertising Research X : Multiple Touchpoints in Brand Communication
2019 ed.
Book Details
Format
Hardback or Cased Book
Book Series
European Advertising Academy
ISBN-10
3658248777
ISBN-13
9783658248772
Edition
2019 ed.
Publisher
Springer Fachmedien Wiesbaden
Imprint
Springer Gabler
Country of Manufacture
DE
Country of Publication
GB
Publication Date
Oct 15th, 2019
Print length
240 Pages
Product Classification:
Advertising
Ksh 19,800.00
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This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. 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 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.
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