Advertising Impact and Controlling in Content Marketing : Recognize Impact Mechanisms, Optimize Controlling and Adapt Strategy

by Thomas Hörner

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.

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Year of publication:	2023
Authors:	Hörner, Thomas
Publisher:	2023.: Wiesbaden : Springer Fachmedien Wiesbaden 2023.: Wiesbaden : Imprint: Springer
Subject:	What is the effect of content marketing book \| Content Marketing Advertising Impact \| Content Marketing analytics \| Performance Measurement Content Marketing \| How do I measure the success of content marketing? \| Optimize Content Marketing Strategy \| Decide Based on Data \| Controlling Framework \| KPI systems KPI \| Advertising Effectiveness Research \| Theory of Reasoned Action \| Elaboration Likelihood Modell \| Preparatory Content Effekt (PCE) \| Marketingmanagement \| Marketing management \| Performance-Messung \| Performance measurement \| Content Management \| Content management \| Werbewirkung \| Advertising effects \| Online-Marketing \| Internet marketing \| Werbung \| Advertising \| Marketing \| Werbewirkungsanalyse \| Datenanalyse \| Kennzahlensystem

Extent:	1 Online-Ressource (XII, 263 p. 10 illus., 3 illus. in color.)
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-658-40551-9 ; 978-3-658-40550-2 ; 978-3-658-40552-6
Other identifiers:	10.1007/978-3-658-40551-9 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013545706