Počet záznamů: 1
Advances in Advertising Research VIII
Údaje o názvu Advances in Advertising Research VIII [electronic resource] : Challenges in an Age of Dis-Engagement / edited by Vesna Zabkar, Martin Eisend. Nakladatel Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017. Fyz.popis XI, 293 p. 38 illus. online resource. ISBN 9783658187316 Edice European Advertising Academy Úplný obsah Advertising Media, Content, Audiences -- Advertising Processing and Reception -- Online Advertising and Communication -- Advertising Effectiveness. Poznámky k dostupnosti Přístup 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 URL Plný text pro studenty a zaměstnance UPOL 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