TY  - GEN
TY  - GEN
T1  - Advances in Advertising Research (Vol. III) Current Insights and Future Trends
T2  - European Advertising Academy,
A2  - Langner, Tobias.
A2  - Langner, Tobias.
A2  - Okazaki, Shintaro.
A2  - Okazaki, Shintaro.
A2  - Eisend, Martin.
A2  - Eisend, Martin.
LA  - English
PP  - Wiesbaden
PB  - Gabler Verlag : Imprint: Gabler Verlag
YR  - 2012
ED  - 1st ed. 2012.
UL  - http://discoverylib.upm.edu.my/discovery/Record/978-3-8349-4291-3
AB  - Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network.  .
OP  - 436
CN  - HF5410-5417.5
SN  - 9783834942913
KW  - Marketing.
ER  -