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008			191005s2019 gw | o |||| 0|eng d
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050		4	_aHF5823 .A167 _b2019 EB
245	1	0	_aAdvances in Advertising Research X : _bMultiple Touchpoints in Brand Communication _cedited by Enrique Bigne, Sara Rosengren
250			_aFirst edition 2019
264		1	_aWiesbaden _bSpringer Fachmedien Wiesbaden : _bImprint: Springer Gabler _c2019
300			_a recurso en línea (XI, 240 páginas) _b34 ilustraciones
336			_2rdacontent _aTexto _btxt
337			_2rdamedia _aelectrónico _bc
338			_2rdacarrier _arecurso electrónico _bcr
347			_atext file _bPDF
490	0		_aEuropean Advertising Academy _x2626-0328
505	0		_aDigital Communications and Multiple Touchpoints -- Creativity in Advertising -- Consumer Responses to Multiple Communications.
520	3		_aThis 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. Contents Digital Communications and Multiple Touchpoints Creativity in Advertising Consumer Responses to Multiple Communications Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas 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.
988			_aSpringer_Psychology_2019
650		7	_2embne _9138231 _aPublicidad
700	1		_aBigne, Enrique _eeditor _4edt _4http://id.loc.gov/vocabulary/relators/edt
700	1		_aRosengren, Sara _eeditor _4edt _4http://id.loc.gov/vocabulary/relators/edt
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783658248772
776	0	8	_iPrinted edition: _z9783658248796
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-658-24878-9 _zAcceso a este recurso digital (usuarios Universidad Europea de Madrid)
942			_2lcc _cLE