Advances in Advertising Research (Vol. VII)
Bridging the Gap between Advertising Academia and Practice
Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gat…
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Produktdetails
Weitere Autoren: Stathopoulou, Anastasia (Hrsg.) / Eisend, Martin (Hrsg.)
- ISBN: 978-3-658-15220-8
- EAN: 9783658152208
- Produktnummer: 20575441
- Verlag: Gabler, Betriebswirt.-Vlg
- Sprache: Englisch
- Erscheinungsjahr: 2016
- Seitenangabe: 315 S.
- Plattform: PDF
- Masse: 16'631 KB
- Auflage: 1st ed. 2017
- Abbildungen: 51 schwarz-weiße Abbildungen, Bibliographie
Über den Autor
George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London.Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London.Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.
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