Advances in Advertising Research IX Power to Consumers /

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to...

Full description

Bibliographic Details

Format:	Electronic eBook
Language:	English
Published:	Wiesbaden : Springer Fachmedien Wiesbaden : Gabler, 2018.
Edition:	1st ed. 2018.
Series:	European Advertising Academy,
Subjects:	Branding (Marketing). Motivation research (Marketing). Internet marketing.
ISBN:	9783658226817
ISSN:	2626-0328
Online Access:
Tags:	Add Tag No Tags, Be the first to tag this record!