Enrique Bigne,
Sara Rosengren
Advances in Advertising Research X
Multiple Touchpoints in Brand Communication
Gebonden Engels 2019 9783658248772
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
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.
Specificaties
ISBN13:9783658248772
Taal:Engels
Bindwijze:gebonden
Uitgever:Springer Fachmedien Wiesbaden
Lezersrecensies
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Inhoudsopgave
<p></p><p>Digital Communications and Multiple Touchpoints.- Creativity in Advertising.- Consumer Responses to Multiple Communications.</p><br><p></p>
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan