Advances in Advertising Research X

Multiple Touchpoints in Brand Communication
1. Auflage 2019
ISBN: 978-3-658-24877-2
Verlag: Springer

Buch, Englisch, 240 Seiten, HC runder Rücken kaschiert, Format (B × H): 153 mm x 216 mm, Gewicht: 443 g

Reihe: European Advertising Academy

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.

Zielgruppe

Research

Autoren/Hrsg.

Rosengren, Sara

Bigne, Enrique

Bigné Alcan~iz, J. Enrique

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Digital Communications and Multiple Touchpoints.- Creativity in Advertising.- Consumer Responses to Multiple Communications.

Über Autor(innen)

Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.

Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.