Overview
- 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)
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Table of contents (18 chapters)
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Consumer Responses to Multiple Communications
Keywords
About this book
Editors and Affiliations
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