Advertising impact and controlling in content marketing
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-40550-2 (ISBN)
Content marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like?
This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. 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.
With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.
lt;b>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.
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.
| Erscheinungsdatum | 14.02.2023 |
|---|---|
| Zusatzinfo | Illustrationen |
| Verlagsort | Wiesbaden |
| Sprache | englisch |
| Original-Titel | Werbewirkung und Controlling im Content-Marketing |
| Maße | 148 x 210 mm |
| Gewicht | 356 g |
| Einbandart | kartoniert |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Schlagworte | Advertising Effectiveness Research • Content Marketing Advertising Impact • content marketing analytics • Controlling Framework • Decide Based on Data • elaboration likelihood modell • How do I measure the success of content marketing? • KPI systems KPI • Optimize Content Marketing Strategy • Performance Measurement Content Marketing • Preparatory Content Effekt (PCE) • Theory of Reasoned Action • What is the effect of content marketing book |
| ISBN-10 | 3-658-40550-3 / 3658405503 |
| ISBN-13 | 978-3-658-40550-2 / 9783658405502 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
