The Power of Search. Search Engines as Key Marketing Parameters

Benjamin Chée

ISBN 10: 3668965552 / ISBN 13: 9783668965553

Edité par GRIN Verlag Jul 2019, 2019

A propos de cet article

This item is printed on demand - it takes 3-4 days longer - Neuware -Research Paper (postgraduate) from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Mannheim, language: English, abstract: This paper examines the academic research that has been published during the past 20 years concerning search engine marketing. It classifies the most prominent papers and establishes a conceptual framework consisting of three broad areas and 20 different research themes. This is the first literature review of search-engine-related research, proposing a comprehensive conceptual framework.The purpose of this study is to conceptualize past research on search engines, develop a framework of topic areas and their relationships among each other, and identify research gaps and questions for future research.The literature review covers all academic research papers from five acclaimed journals of the past 20 years that match predefined keywords and deal with search engines as parameters in modern-day marketing.This literature review of search engine research is the first of its kind, creating a framework of research fields exclusively for online search. Furthermore, it presents the related academic work in an interdependent structure of topics and suggests future research fields. 68 pp. Englisch.

N° de réf. du vendeur 9783668965553

Détails bibliographiques

• Titre: The Power of Search. Search Engines as Key Marketing Parameters
• Éditeur: GRIN Verlag Jul 2019
• Date de parution: 2019
• Langue: anglais
• ISBN à 10 chiffres: 3668965552
• ISBN à 13 chiffres: 9783668965553
• Reliure: Taschenbuch
• État de l'article: Neu
• Dimensions: 210 L x 148 H x 6 P (en millimètres) 210 millimètres de largeur par 148 millimètres de hauteur par 6 millimètres de profondeur
• Poids: 112 grammes

A propos de ce titre

Synopsis

Research Paper (postgraduate) from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Mannheim, language: English, abstract: This paper examines the academic research that has been published during the past 20 years concerning search engine marketing. It classifies the most prominent papers and establishes a conceptual framework consisting of three broad areas and 20 different research themes. This is the first literature review of search-engine-related research, proposing a comprehensive conceptual framework. The purpose of this study is to conceptualize past research on search engines, develop a framework of topic areas and their relationships among each other, and identify research gaps and questions for future research. The literature review covers all academic research papers from five acclaimed journals of the past 20 years that match predefined keywords and deal with search engines as parameters in modern-day marketing. This literature review of search engine research is the first of its kind, creating a framework of research fields exclusively for online search. Furthermore, it presents the related academic work in an interdependent structure of topics and suggests future research fields.