Vesna Zabkar & Martin Eisend 
Advances in Advertising Research VIII [PDF ebook] 
Challenges in an Age of Dis-Engagement

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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.

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Table des matières

Advertising Media, Content, Audiences.- Advertising Processing and Reception.- Online Advertising and Communication.- Advertising Effectiveness.

A propos de l’auteur

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.

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Langue Anglais ● Format PDF ● Pages 293 ● ISBN 9783658187316 ● Taille du fichier 7.8 MB ● Éditeur Vesna Zabkar & Martin Eisend ● Maison d’édition Springer Fachmedien Wiesbaden ● Lieu Wiesbaden ● Pays DE ● Publié 2017 ● Téléchargeable 24 mois ● Devise EUR ● ID 5080407 ● Protection contre la copie DRM sociale

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