Name: Advances in Advertising Research ix: Power to Consumers (European Advertising Academy)
Price: 98.66 EUR
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ISBN: 9783658248666

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Advances in Advertising Research ix: Power to Consumers (European Advertising Academy)

Type

Physical Book

Publisher

Springer Gabler

Year

2019

Language

English

Pages

368

Format

Paperback

ISBN13

9783658248666

Synopsis "Advances in Advertising Research ix: Power to Consumers (European Advertising Academy) "

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.

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