Kód: 01801030
Due to negative consumer reactions towards advertising, authenticity has become one of the key words in advertising. This book discusses authenticity in advertising by focussing on the authenticity of an advertising spokesperson. ... celý popis
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Due to negative consumer reactions towards advertising, authenticity has become one of the key words in advertising. This book discusses authenticity in advertising by focussing on the authenticity of an advertising spokesperson. It shows that authenticity is a complex construct that consists of different facets.These facets are theoretically discussed and empirically studied by empirical research. This book provides managerial implications on how to succesfully implement authenticity in advertising.
Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing
1645 Kč
Osobní odběr Praha, Brno a 12903 dalších
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