LEADER 03408nam  22006495  450 
001 9910349354603321
005 20230811000858.0
010   $a3-658-24878-5
024 7 $a10.1007/978-3-658-24878-9
035   $a(CKB)4100000009445208
035   $a(DE-He213)978-3-658-24878-9
035   $a(MiAaPQ)EBC5917304
035   $a(EXLCZ)994100000009445208
100   $a20191005d2019      u|         0
101 0 $aeng
135   $aurnn|008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aAdvances in Advertising Research X $eMultiple Touchpoints in Brand Communication /$fedited by Enrique Bigne, Sara Rosengren
205   $a1st ed. 2019.
210  1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2019.
215   $a1 online resource (XI, 240 p. 34 illus.) 
225 1 $aEuropean Advertising Academy,$x2626-0336
311   $a3-658-24877-7 
320   $aIncludes bibliographical references.
327   $aDigital Communications and Multiple Touchpoints -- Creativity in Advertising -- Consumer Responses to Multiple Communications.
330   $aThis book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world. Contents Digital Communications and Multiple Touchpoints Creativity in Advertising Consumer Responses to Multiple Communications Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors Enrique Bigne is Professor of Marketing at the University of Valencia, Spain. Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.
410  0$aEuropean Advertising Academy,$x2626-0336
606   $aEconomics$xPsychological aspects
606   $aConsumer behavior
606   $aBranding (Marketing)
606   $aTelemarketing
606   $aInternet marketing
606   $aEconomic Psychology
606   $aConsumer Behavior 
606   $aBranding
606   $aDigital Marketing
615  0$aEconomics$xPsychological aspects.
615  0$aConsumer behavior.
615  0$aBranding (Marketing)
615  0$aTelemarketing.
615  0$aInternet marketing.
615 14$aEconomic Psychology.
615 24$aConsumer Behavior .
615 24$aBranding.
615 24$aDigital Marketing.
676   $a158
702   $aBigne$b Enrique$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aRosengren$b Sara$4edt$4http://id.loc.gov/vocabulary/relators/edt
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910349354603321
996   $aAdvances in Advertising Research X$92456085
997   $aUNINA