Tobias (Hrsg.) Langner

Advances in Advertising Research (Vol. III)

Current Insights and Future Trends

Ebook (PDF Format)

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network.

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Produktdetails

Weitere Autoren: Eisend, Martin (Hrsg.) / Okazaki, Shintaro (Hrsg.)

ISBN: 978-3-8349-4291-3
EAN: 9783834942913
Produktnummer: 16594270
Verlag: Gabler
Sprache: Englisch
Erscheinungsjahr: 2012
Seitenangabe: 432 S.
Plattform: PDF
Masse: 6'208 KB

Über den Autor

Martin Eisend is Professor of International Marketing at the European University Viadrina, Frankfurt (Oder), Germany. Tobias Langner is Professor of Marketing at the Schumpeter School of Business and Economics, Bergische University Wuppertal, Germany.Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.