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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...

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Bibliographische Detailangaben
Format:	Elektronisch E-Book
Sprache:	Englisch
Veröffentlicht:	Wiesbaden : Springer Fachmedien Wiesbaden : Gabler, 2018.
Ausgabe:	1st ed. 2018.
Schriftenreihe:	European Advertising Academy,
Schlagworte:	Branding (Marketing). Motivation research (Marketing). Internet marketing.
ISBN:	9783658226817
ISSN:	2626-0328
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