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Effectiveness of Online Marketing Campaigns
Sebastian Klapdor
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Description for Effectiveness of Online Marketing Campaigns
Paperback. Num Pages: 134 pages, black & white illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 210 x 149 x 9. Weight in Grams: 204.
Internet advertising has come off age; yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields—for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings: - There are ... Read more
Internet advertising has come off age; yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields—for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings: - There are ... Read more
Product Details
Format
Paperback
Publication date
2013
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
134
Condition
New
Number of Pages
134
Place of Publication
, Germany
ISBN
9783658017316
SKU
V9783658017316
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Sebastian Klapdor
Dr. Sebastian Klapdor completed his dissertation under the supervision of Prof. Florian von Wangenheim at the Chair of Service and Technology Marketing at TUM School of Management, Munich, Germany. He is a project manager at a management consultancy company.
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