Advances in Advertising Research IX Power to Consumers /

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Συγγραφή απο Οργανισμό/Αρχή:	SpringerLink (Online service)
Άλλοι συγγραφείς:	Cauberghe, Verolien (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt), Hudders, Liselot (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt), Eisend, Martin (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt)
Μορφή:	Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:	English
Έκδοση:	Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2018.
Έκδοση:	1st ed. 2018.
Σειρά:	European Advertising Academy,
Θέματα:	Branding (Marketing). Motivation research (Marketing). Internet marketing. Branding. Consumer Behavior. Online Marketing/Social Media.
Διαθέσιμο Online:	Full Text via HEAL-Link

Πίνακας περιεχομένων:

Going Beyond: Persuading the Consumer with New Advertising Formats
Getting Inside the Game: Effectiveness of In-Game Advertising
How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles
Doing Good: Corporate Social Responsibility and Consumer Protection
Let them Talk: How to Increase and Evaluate Word of Mouth
It's All about Context: Situational Influences on Advertising Effects.

Advances in Advertising Research IX Power to Consumers /

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