Advances in Advertising Research VIII

Challenges in an Age of Dis-Engagement
1. Auflage 2017
ISBN: 978-3-658-18730-9
Verlag: Springer

Buch, Englisch, 293 Seiten, Book, Format (B × H): 153 mm x 216 mm, Gewicht: 5005 g

Reihe: European Advertising Academy

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.

Zielgruppe

Research

Autoren/Hrsg.

Eisend, Martin

Zabkar, Vesna

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

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

Über Autor(innen)

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.