This 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.
| ISBN: | 9783658248772 |
| Publication date: | 15th October 2019 |
| Author: | Enrique Bigne |
| Publisher: | Springer Gabler an imprint of Springer-Verlag Berlin and Heidelberg GmbH & Co. KG |
| Format: | Hardback |
| Pagination: | 240 pages |
| Series: | European Advertising Academy |
| Genres: |
Advertising |