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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| Other Authors: |
Cauberghe, Verolien,, Hudders, Liselot,, Eisend, Martin,, SpringerLink (Online service) |
| Format: |
eBook
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| Language: |
English
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| Published: |
Wiesbaden : Secaucus :
Springer Gabler. in Springer Fachmedien Wiesbaden GmbH, Springer [distributor]
July 2018
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| Physical Description: |
1 online resource.
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| Series: |
European Advertising Academy Ser.
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| Subjects: |
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