Tobias Langner & Shintaro Okazaki 
Advances in Advertising Research (Vol. III) [PDF ebook] 
Current Insights and Future Trends

Soporte

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

€53.49
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Tabla de materias

Advertising Content, Appeals, and Execution.- Corporate Responsibility, Social Issues, and Advertising.- Social Media, Online, and Mobile Advertising.- Product Placement.- Gender, Children, and Advertising.- Consumers, Companies, Brands, and their Relationships. ​

Sobre el autor

Martin Eisend is Professor of International Marketing at the European University Viadrina, Frankfurt (Oder), Germany.
Tobias Langner is Professor of Marketing at the Schumpeter School of Business and Economics, Bergische University Wuppertal, Germany.
Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.

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Idioma Inglés ● Formato PDF ● Páginas 436 ● ISBN 9783834942913 ● Tamaño de archivo 6.3 MB ● Editor Tobias Langner & Shintaro Okazaki ● Editorial Betriebswirtschaftlicher Verlag Gabler ● Ciudad Wiesbaden ● País DE ● Publicado 2012 ● Descargable 24 meses ● Divisa EUR ● ID 2666294 ● Protección de copia DRM social

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