Editors:
- Publication in the field of economic sciences
- Collection of essays on advertising, communication, marketing and media management
- Essays on advertising effectiveness
Part of the book series: European Advertising Academy (EAA)
Buy it now
Buying options
Tax calculation will be finalised at checkout
Other ways to access
This is a preview of subscription content, log in via an institution to check for access.
Table of contents (18 chapters)
-
Front Matter
-
Digital Communications and Multiple Touchpoints
-
Front Matter
-
-
Creativity in Advertising
-
Front Matter
-
-
Consumer Responses to Multiple Communications
-
Front Matter
-
About this book
Editors and Affiliations
-
University of Valencia, Valencia, Spain
Enrique Bigne
-
Center for Retailing, Stockholm School of Economics, Stockholm, Sweden
Sara Rosengren
About the editors
Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.
Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.
Bibliographic Information
Book Title: Advances in Advertising Research X
Book Subtitle: Multiple Touchpoints in Brand Communication
Editors: Enrique Bigne, Sara Rosengren
Series Title: European Advertising Academy
DOI: https://doi.org/10.1007/978-3-658-24878-9
Publisher: Springer Gabler Wiesbaden
eBook Packages: Behavioral Science and Psychology, Behavioral Science and Psychology (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2019
Hardcover ISBN: 978-3-658-24877-2Published: 15 October 2019
eBook ISBN: 978-3-658-24878-9Published: 05 October 2019
Series ISSN: 2626-0328
Series E-ISSN: 2626-0336
Edition Number: 1
Number of Pages: XI, 240
Number of Illustrations: 34 b/w illustrations
Topics: Economic Psychology, Consumer Behavior, Branding, Online Marketing/Social Media