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作者 International Conference on Research in Advertising (15th : 2016 : University of Ljubljana)
書名 Advances in Advertising Research VIII : challenges in an sge of dis-engagement / edited by Vesna Zabkar, Martin Eisend
出版項 Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017
國際標準書號 9783658187316 (electronic bk.)
9783658187309 (paper)
國際標準號碼 10.1007/978-3-658-18731-6 doi
book jacket
說明 1 online resource (xi, 293 pages) : illustrations, digital ; 24 cm
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
text file PDF rda
系列 European advertising academy
European advertising academy
附註 Advertising Media, Content, Audiences -- Advertising Processing and Reception -- Online Advertising and Communication -- Advertising Effectiveness
This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA) This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents. Contents Advertising Media, Content, Audiences Advertising Processing and Reception Online Advertising and Communication Advertising Effectiveness Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany
Host Item Springer eBooks
主題 Advertising -- Research -- Congresses
Business and Management
Marketing
Alt Author Zabkar, Vesna, editor
Eisend, Martin, editor
SpringerLink (Online service)
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