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659 : Publicidad y propaganda. Información. Relaciones públicas |
659.1 Publicidad y propagandaDocumentos en la biblioteca con la clasificación 659 (38)
Refinar búsquedaAdvances in Advertising Research (Vol. IV) / SpringerLink (Online service) ; Sara Rosengren ; Micael Dahlén ; Shintaro Okazaki (2013)
Título : Advances in Advertising Research (Vol. IV) : The Changing Roles of Advertising Tipo de documento: documento electrónico Autores: SpringerLink (Online service) ; Sara Rosengren ; Micael Dahlén ; Shintaro Okazaki Editorial: Wiesbaden : Springer Fachmedien Wiesbaden Fecha de publicación: 2013 Otro editor: Imprint: Springer Gabler Colección: EAA Series, ISSN 1869-6929 Número de páginas: XII, 407 p Il.: online resource ISBN/ISSN/DL: 978-3-658-02365-2 Idioma : Inglés (eng) Palabras clave: Business Marketing and Management Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network. Contents · The Roles of Advertising · The Faces of Advertising · Perceptions of Advertising · Reception of Advertising Target Groups · Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors: Sara Rosengren and Micael Dahlén work at the Stockholm School of Economics. Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain Nota de contenido: The Roles of Advertising -- The Faces of Advertising -- Reception of Advertising -- Perceptions of Advertising En línea: http://dx.doi.org/10.1007/978-3-658-02365-2 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=36670 Advances in Advertising Research (Vol. IV) : The Changing Roles of Advertising [documento electrónico] / SpringerLink (Online service) ; Sara Rosengren ; Micael Dahlén ; Shintaro Okazaki . - Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2013 . - XII, 407 p : online resource. - (EAA Series, ISSN 1869-6929) .
ISBN : 978-3-658-02365-2
Idioma : Inglés (eng)
Palabras clave: Business Marketing and Management Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network. Contents · The Roles of Advertising · The Faces of Advertising · Perceptions of Advertising · Reception of Advertising Target Groups · Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors: Sara Rosengren and Micael Dahlén work at the Stockholm School of Economics. Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain Nota de contenido: The Roles of Advertising -- The Faces of Advertising -- Reception of Advertising -- Perceptions of Advertising En línea: http://dx.doi.org/10.1007/978-3-658-02365-2 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=36670 Ejemplares
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Título : Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising Tipo de documento: documento electrónico Autores: SpringerLink (Online service) ; Ivana Bušljeta Banks ; Patrick de Pelsmacker ; Shintaro Okazaki Editorial: Wiesbaden : Springer Fachmedien Wiesbaden Fecha de publicación: 2015 Otro editor: Imprint: Springer Gabler Colección: European Advertising Academy num. 5 Número de páginas: XI, 330 p. 33 illus Il.: online resource ISBN/ISSN/DL: 978-3-658-08132-4 Idioma : Inglés (eng) Palabras clave: Business Marketing Market research Management and Research/Competitive Intelligence Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain Nota de contenido: Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC En línea: http://dx.doi.org/10.1007/978-3-658-08132-4 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=35721 Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising [documento electrónico] / SpringerLink (Online service) ; Ivana Bušljeta Banks ; Patrick de Pelsmacker ; Shintaro Okazaki . - Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2015 . - XI, 330 p. 33 illus : online resource. - (European Advertising Academy; 5) .
ISBN : 978-3-658-08132-4
Idioma : Inglés (eng)
Palabras clave: Business Marketing Market research Management and Research/Competitive Intelligence Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain Nota de contenido: Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC En línea: http://dx.doi.org/10.1007/978-3-658-08132-4 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=35721 Ejemplares
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Título : Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative Tipo de documento: documento electrónico Autores: Peeter Verlegh ; SpringerLink (Online service) ; Hilde Voorveld ; Martin Eisend Editorial: Wiesbaden : Springer Fachmedien Wiesbaden Fecha de publicación: 2016 Otro editor: Imprint: Springer Gabler Colección: European Advertising Academy Número de páginas: XII, 406 p. 57 illus Il.: online resource ISBN/ISSN/DL: 978-3-658-10558-7 Idioma : Inglés (eng) Palabras clave: Business Marketing and Management Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: 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. Contents Advertising in Online and Social Media Advertising Strategies for Print, TV, and Radio Mixing Advertising and Content Advertising on Products, Floors, and Carts Target Groups Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management The Editors Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder) Nota de contenido: Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts En línea: http://dx.doi.org/10.1007/978-3-658-10558-7 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41142 Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative [documento electrónico] / Peeter Verlegh ; SpringerLink (Online service) ; Hilde Voorveld ; Martin Eisend . - Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016 . - XII, 406 p. 57 illus : online resource. - (European Advertising Academy) .
ISBN : 978-3-658-10558-7
Idioma : Inglés (eng)
Palabras clave: Business Marketing and Management Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: 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. Contents Advertising in Online and Social Media Advertising Strategies for Print, TV, and Radio Mixing Advertising and Content Advertising on Products, Floors, and Carts Target Groups Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management The Editors Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder) Nota de contenido: Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts En línea: http://dx.doi.org/10.1007/978-3-658-10558-7 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41142 Ejemplares
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Título : Advances in National Brand and Private Label Marketing : Third International Conference, 2016 Tipo de documento: documento electrónico Autores: SpringerLink (Online service) ; Francisco J. Martínez-López ; Juan Carlos Gázquez-Abad ; Els Gijsbrecht Editorial: Cham : Springer International Publishing Fecha de publicación: 2016 Otro editor: Imprint: Springer Colección: Springer Proceedings in Business and Economics, ISSN 2198-7246 Número de páginas: X, 161 p. 8 illus., 1 illus. in color Il.: online resource ISBN/ISSN/DL: 978-3-319-39946-1 Idioma : Inglés (eng) Palabras clave: Business Marketing Leadership E-business Electronic commerce E-commerce Industrial psychology and Management Industrial, Organisational Economic Psychology e-Business/e-Commerce Strategy/Leadership Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB&PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions. The 2016 NB&PL Marketing provided a unique academic forum to present and discuss original, rigorous and significant contributions from researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied fields, including retailing, marketing, general business, tourism, psychology, economics and statistics. The conference papers further addressed diverse areas of application such as value co-creation, assortment decisions, private label proneness, anthropomorphism, sales promotions, tourist services, the online channel, retail brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so Nota de contenido: Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II. En línea: http://dx.doi.org/10.1007/978-3-319-39946-1 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41009 Advances in National Brand and Private Label Marketing : Third International Conference, 2016 [documento electrónico] / SpringerLink (Online service) ; Francisco J. Martínez-López ; Juan Carlos Gázquez-Abad ; Els Gijsbrecht . - Cham : Springer International Publishing : Imprint: Springer, 2016 . - X, 161 p. 8 illus., 1 illus. in color : online resource. - (Springer Proceedings in Business and Economics, ISSN 2198-7246) .
ISBN : 978-3-319-39946-1
Idioma : Inglés (eng)
Palabras clave: Business Marketing Leadership E-business Electronic commerce E-commerce Industrial psychology and Management Industrial, Organisational Economic Psychology e-Business/e-Commerce Strategy/Leadership Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB&PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions. The 2016 NB&PL Marketing provided a unique academic forum to present and discuss original, rigorous and significant contributions from researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied fields, including retailing, marketing, general business, tourism, psychology, economics and statistics. The conference papers further addressed diverse areas of application such as value co-creation, assortment decisions, private label proneness, anthropomorphism, sales promotions, tourist services, the online channel, retail brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so Nota de contenido: Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II. En línea: http://dx.doi.org/10.1007/978-3-319-39946-1 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41009 Ejemplares
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Título : Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan Tipo de documento: documento electrónico Autores: Michael Prieler ; Florian Kohlbacher ; SpringerLink (Online service) Editorial: London : Palgrave Macmillan UK Fecha de publicación: 2016 Otro editor: Imprint: Palgrave Macmillan Número de páginas: XXIII, 155 p Il.: online resource ISBN/ISSN/DL: 978-1-137-58660-5 Idioma : Inglés (eng) Palabras clave: Business Marketing Market research Leadership Industrial procurement International business enterprises economics and Management Economics Procurement Strategy/Leadership Research/Competitive Intelligence Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively En línea: http://dx.doi.org/10.1057/9781137586605 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41423 Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan [documento electrónico] / Michael Prieler ; Florian Kohlbacher ; SpringerLink (Online service) . - London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2016 . - XXIII, 155 p : online resource.
ISBN : 978-1-137-58660-5
Idioma : Inglés (eng)
Palabras clave: Business Marketing Market research Leadership Industrial procurement International business enterprises economics and Management Economics Procurement Strategy/Leadership Research/Competitive Intelligence Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively En línea: http://dx.doi.org/10.1057/9781137586605 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41423 Ejemplares
Signatura Medio Ubicación Sub-localización Sección Estado ningún ejemplar PermalinkPermalinkBrand soul / Nicolás de Salas Carola (2016)
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