Advertising Impact and Controlling in Content Marketing

Recognize Impact Mechanisms, Optimize Controlling and Adapt Strategy

Häftad, Engelska, 2023

768 kr

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Beskrivning

Content marketing is now a firmly established discipline in online marketing. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms.

Produktinformation

Utgivningsdatum:2023-02-10
Mått:148 x 210 x 19 mm
Vikt:362 g
Format:Häftad
Språk:Engelska
Antal sidor:255
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658405502
Originaltitel:Werbewirkung und Controlling im Content-Marketing

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Thomas Hörner is a consultant, author, speaker and university lecturer for e-commerce and strategic online marketing. He has been professionally involved with these topics for over 25 years, has published several books on the subject since 2005, and has been teaching at the FOM Hochschule für Oekonomie & Management for more than 10 years. He combines well-founded background knowledge and experience from marketing and business management, business psychology as well as software and technology.

Innehållsförteckning

Content marketing: classification and definitional approaches.- Content marketing and advertising impact: research, models, psychological background on attitudes and behavior.- Effective content marketing: topics, content, messages, formats.- Content marketing controlling: central terms and key figures, controlling framework.