Die vorliegende Studie befasst sich mit dem Einsatz von digitalen Medien in B2B-Beschaffungsprozessen im deutschen Markt. Dieser wird in der existierenden Literatur nur unzureichend erfasst. Zum einen wird die Vielfalt digitaler Medien nicht berücksichtigt. Zum anderen werden die Heterogenität...

Die große Wirtschaftskrise hat bisher nur verhaltene Spuren am Arbeitsmarkt hinterlassen. Angesichts der unsicheren weiteren konjunkturellen Entwicklung, der schlechten Auslastung der Arbeitskräfte in den Unternehmen und der hohen Kurzarbeit erwarten viele Beobachter zum Herbst einen...

Nach einem neuen methodischen Prognosekonzept, das arbeitsmarktbezogene Internetdaten nutzt, entspannt sich zum Frühjahr 2009 die Arbeitsmarktlage. Das Papier erläutert die Technik der Prognose der Arbeitslosigkeit unter Nutzung der Messung der Google-Suchaktivität und illustriert die...

In the information century, the behavior of organizations in the business market is changing. Organizations as buyers have much more power at the business market. Organizations as sellers respond with the creation and free sharing of content that is important for potential and actual customers....

Despite the increasing awareness of content marketing tools in the academic community, the benefits of growth hacking were highlighted especially in blog posts and several e-books. This paper examines the particular features of growth hacking techniques, which differentiates it from traditional...

In the information century, the behavior of organizations in the business market is changing. Organizations as buyers have much more power at the business market. Organizations as sellers respond with the creation and free sharing of content that is important for potential and actual customers....

Negli ultimi anni i managers e gli studiosi di marketing hanno mostrato un crescente interesse nella misurazione delle attività di content marketing per ottenere vantaggio competitivo. Nonostante ciò in letteratura si annoverano ancora pochi contributi sul tema. Il paper intende: 1) analizzare...

Il content marketing (CM) è stato descritto, soprattutto in ambito professionale, come un nuovo approccio nella pratica della comunicazione di marketing in grado di raggiungere una serie di obiettivi specifici (coinvolgimento del cliente, brand awareness, ecc.). Nonostante la sua diffusione...

This research attempts to understand affiliate marketing success and application within three financial services markets. The results of both quantitative and qualitative research reveal a distinct pattern of success and failure in the markets researched. These results were used in order to...