Počet záznamů: 1  

Advances in Advertising Research VIII

  1. Údaje o názvuAdvances in Advertising Research VIII [electronic resource] : Challenges in an Age of Dis-Engagement / edited by Vesna Zabkar, Martin Eisend.
    NakladatelWiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
    Fyz.popisXI, 293 p. 38 illus. online resource.
    ISBN9783658187316
    EdiceEuropean Advertising Academy
    Úplný obsahAdvertising Media, Content, Audiences -- Advertising Processing and Reception -- Online Advertising and Communication -- Advertising Effectiveness.
    Poznámky k dostupnostiPřístup pouze pro oprávněné uživatele
    Dal.odpovědnost Zabkar, Vesna.
    Eisend, Martin.
    Dal.odpovědnost SpringerLink (Online service)
    Předmět.hesla Business. * Marketing.
    Forma, žánr elektronické knihy electronic books
    Země vyd.Německo
    Jazyk dok.angličtina
    Druh dok.Elektronické knihy
    URLPlný text pro studenty a zaměstnance UPOL
    kniha

    kniha


    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. Contents       Advertising Media, Content, Audiences       Advertising Processing and Reception       Online Advertising and Communication       Advertising Effectiveness  Target Grou ps Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors 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.

Počet záznamů: 1  

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