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Advances in Advertising Research X

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Advances in Advertising Research X

Multiple Touchpoints in Brand Communication

Enrique Bigne, Sara Rosengren

Springer Gabler
Collection: European Advertising Academy
Publication date : 2019-10-05

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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.

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About the book

Author

Enrique Bigne , Sara Rosengren

Imprint

Springer Gabler

Collection

European Advertising Academy

Publication date

2019-10-05

Pages

240 pages

Print ISBN

9783658248772

Language

English

Ebook informations

EAN PDF

9783658248789

Price

£109.50

Copy count 2

Print count 24

File size 7926 Ko

Informations accessibility

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About author(s)

Enrique Bigne

Sara Rosengren

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