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Marketing has changed substantially in the last few years. With
more and more research conducted in marketing and consumer
behaviour fields, and technological advances and applications
occurring on a regular basis, the future of marketing opens up a
world of exciting opportunities. Going beyond a state-of-the-art
view of the discipline, this innovative volume focuses on the
advances being made in many different areas such as; critical
thinking, new paradigms, novel conceptualisations, as well as key
technological innovations with a direct impact on the theory and
practice of marketing. Each chapter presents an expert overview,
and an analytical and engaging discussion of the topic, as well as
introducing a specific research agenda paving the way for the
future. The Routledge Companion to the Future of Marketing provides
the reader with a comprehensive set of visionary insights into the
future of marketing. This prestigious collection aims to challenge
the mindset of marketing scholars, transforming current thinking
into new perspectives and advances in marketing knowledge.
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.
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