Advances in Advertising Research IX ― Power to Consumers
商品資訊
系列名：European Advertising Academy
ISBN13：9783658226800
出版社：Gabler
作者：Verolien Cauberghe (EDT); Liselot Hudders (EDT); Martin Eisend (EDT)
出版日：2018/07/17
裝訂：精裝
規格：21cm*14.8cm (高/寬)
商品簡介
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.
作者簡介
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.
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