Advances in Advertising Research (Vol. XI)

by Martin K.J. Waiguny
Advances in Advertising Research (Vol. XI)
Author: Martin K.J. Waiguny
Publisher: Springer Nature
Total Pages: 349
Release: 2021-09-01
Genre: Business & Economics
ISBN: 3658322012
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This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world. ​

Advances in Advertising Research (Vol. XI)

by Martin K.J. Waiguny
Advances in Advertising Research (Vol. XI)
Author: Martin K.J. Waiguny
Publisher: Springer Gabler
Total Pages: 0
Release: 2022-09-16
Genre: Business & Economics
ISBN: 9783658322038
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This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world. ​

Advances in Advertising Research (Vol. VI)

by Peeter Verlegh
Advances in Advertising Research (Vol. VI)
Author: Peeter Verlegh
Publisher: Springer
Total Pages: 400
Release: 2015-09-07
Genre: Business & Economics
ISBN: 3658105585
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This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.

Advances in Advertising Research (Vol. XII)

by Alexandra Vignolles
Advances in Advertising Research (Vol. XII)
Author: Alexandra Vignolles
Publisher: Springer Gabler
Total Pages: 0
Release: 2023-05-24
Genre: Business & Economics
ISBN: 9783658404284
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This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art research on advertising research. This volume is intended to academic, professional and student readership.

New Perspectives in Marketing by Word-of-Mouth

by Emerald Group Publishing Limited
New Perspectives in Marketing by Word-of-Mouth
Author: Emerald Group Publishing Limited
Publisher: Emerald Group Publishing
Total Pages: 201
Release: 2015-10-21
Genre: Business & Economics
ISBN: 1785608185
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New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations effectively respond to negative social media.

Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference

by Naresh K. Malhotra
Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Author: Naresh K. Malhotra
Publisher: Springer
Total Pages: 523
Release: 2014-11-18
Genre: Business & Economics
ISBN: 3319111019
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Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 1986 Academy of Marketing Science (AMS) Annual Conference held in Anaheim, California.

Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference

by Jon M. Hawes
Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference
Author: Jon M. Hawes
Publisher: Springer
Total Pages: 714
Release: 2015-05-12
Genre: Business & Economics
ISBN: 3319170554
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This volume includes the full proceedings from the 1989 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

by Steven S. Posavac
Cracking the Code: Leveraging Consumer Psychology to Drive Profitability
Author: Steven S. Posavac
Publisher: Routledge
Total Pages: 319
Release: 2015-02-12
Genre: Business & Economics
ISBN: 131747371X
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The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.

The Handbook of International Advertising Research

by Hong Cheng
The Handbook of International Advertising Research
Author: Hong Cheng
Publisher: John Wiley & Sons
Total Pages: 574
Release: 2014-01-21
Genre: Language Arts & Disciplines
ISBN: 1118378458
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This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers