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.

Sommario

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

Info autore

Als Micael Dahlén mit 34 Jahren einen Lehrstuhl an der Stockholm School of Economics übernahm, war er einer der jüngsten Professoren Schwedens. Sein unkonventioneller Stil machte ihn nicht nur in der akademischen Welt bekannt, er wurde auch zum Medienliebling in Print, TV und Radio.

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

Riassunto

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.

Dettagli sul prodotto

• Con la collaborazione di: Micael Dahlen (Editore), Micae Dahlén (Editore), Micael Dahlén (Editore), Shintaro Okazaki (Editore), Sara Rosengren (Editore)
• Editore: Springer, Berlin
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 03.04.2013
• EAN: 9783658023645
• ISBN: 978-3-658-02364-5
• Pagine: 407
• Dimensioni: 156 mm x 30 mm x 217 mm
• Peso: 630 g
• Illustrazioni: XII, 407 p.
• Serie: European Advertising Academy; EAA Series; European Advertising Academy; EAA Series
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, B, Market research, Business and Management, Management science