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

Hörner, Thomas

Couverture souple

ISBN 10 : 3658405503 ISBN 13 : 9783658405502

Editeur : Springer, 2023

Synopsis

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Springer
• Date d'édition: 2023
• Langue: anglais
• ISBN 10: 3658405503
• ISBN 13: 9783658405502
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 268
• Coordonnées du fabricant: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Allemagne