Advances in Advertising Research X - Multiple Touchpoints in Brand Communication (Hardcover, 1st ed. 2019)

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.

General

Imprint:	Springer Gabler
Country of origin:	Germany
Series:	European Advertising Academy
Release date:	October 2019
First published:	2019
Editors:	Enrique Bigne • Sara Rosengren
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	240
Edition:	1st ed. 2019
ISBN-13:	978-3-658-24877-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	3-658-24877-7
Barcode:	9783658248772

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