Multiple touchpoints in brand communication
著者
書誌事項
Multiple touchpoints in brand communication
（Research, . Advances in advertising research ; v. 10）
Springer Gabler, c2019
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注記
"European Advertising Academy" -- Cover
Includes bibliographical references
内容説明・目次
内容説明
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.
目次
Digital Communications and Multiple Touchpoints.- Creativity in Advertising.- Consumer Responses to Multiple Communications.
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