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Advances in Advertising Research IX

Power to Consumers

ISBN:

978-3-658-24866-6

Auflage:

Softcover reprint of the original 1st ed. 2018

Verlag:

Springer Fachmedien Wiesbaden GmbH, Springer Gabler

Land des Verlags:

Deutschland

Erscheinungsdatum:

25.12.2018

Herausgeber:

Cauberghe Verolien Hudders Liselot Eisend Martin

Reihe:

European Advertising Academy

Format:

Softcover

Seitenanzahl:

353

Ladenpreis

109,99EUR (inkl. MwSt. zzgl. Versand)

Lieferbar Lieferung in 5-10 Werktagen Versandkostenfreie Lieferung innerhalb Österreichs bis 31. Jänner 2025

Beschreibung

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.

Schlagwörter

Biografische Anmerkung

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.

Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.