Advances in Advertising Research (Vol. IV) - The Changing Roles of Advertising

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme "The changing roles of advertising". The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

Inhaltsverzeichnis

The Roles of Advertising.- The Faces of Advertising.- Reception of Advertising.- Perceptions of Advertising.

Über den Autor / die Autorin

Prof. Dr. Shintaro Okazaki is Professor at the Department of Finance and Marketing Research at the Autonomous University of Madrid, Spain.

Zusammenfassung

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11^th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

Produktdetails

• Mitarbeit: Micae Dahlén (Herausgeber), Micael Dahlén (Herausgeber), Shintaro Okazaki (Herausgeber), Sara Rosengren (Herausgeber)
• Verlag: Springer, Berlin
• Sprache: Englisch
• Produktform: Taschenbuch
• Erschienen: 01.01.2015
• EAN: 9783658042165
• ISBN: 978-3-658-04216-5
• Seiten: 407
• Abmessung: 148 mm x 210 mm x 22 mm
• Gewicht: 541 g
• Illustration: XII, 407 p.
• Serien: European Advertising Academy; European Advertising Academy
• Themen: Sozialwissenschaften, Recht,Wirtschaft > Wirtschaft > Werbung, Marketing; Marketing, B, Market research, Business and Management, Management science