Advances in Advertising Research VIII

Challenges in an Age of Dis-Engagement

Vesna Zabkar, Martin Eisend (Herausgeber)

Buch | Softcover

XI, 293 Seiten

2018 | Softcover reprint of the original 1st ed. 2017
Springer Fachmedien Wiesbaden GmbH (Verlag)
9783658215200 (ISBN)

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This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.

Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Advertising Media, Content, Audiences.- Advertising Processing and Reception.- Online Advertising and Communication.- Advertising Effectiveness.

Erscheinungsdatum	05.03.2022
Reihe/Serie	European Advertising Academy
Zusatzinfo	XI, 293 p. 38 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	3999 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Audiences • Branding • Communication • Marketing • media
ISBN-13	9783658215200 / 9783658215200
Zustand	Neuware