Effectiveness of Online Marketing Campaigns An Investigation into Online Multichannel and Search Engine Advertising /

• Κύριος συγγραφέας: Klapdor, Sebastian (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2013.
• Θέματα: Business.; Marketing.; Business and Management.

Internet advertising has come of age, yet little is known in research and practice about how advertising on digital channels really works. Sebastian Klapdor has conducted two studies that focus on multichannel online advertising and search engine advertising. In an interdisciplinary approach the aut...

Πίνακας περιεχομένων:

• Overview on Online Advertising
• Existing Research and Conceptual Foundations
• Effectiveness of Multichannel Online Advertising
• Effectiveness of Search Engine Advertising.