The Power of Search. Search Engines as Key Marketing Parameters | A Systematic Literature Review

Benjamin Chée

ISBN 10: 3668965552 / ISBN 13: 9783668965553

Edité par GRIN Verlag, 2019

A propos de cet article

The Power of Search. Search Engines as Key Marketing Parameters | A Systematic Literature Review | Benjamin Chée | Taschenbuch | 68 S. | Englisch | 2019 | GRIN Verlag | EAN 9783668965553 | Verantwortliche Person für die EU: BoD - Books on Demand, In de Tarpen 42, 22848 Norderstedt, info[at]bod[dot]de | Anbieter: preigu.

N° de réf. du vendeur 117117705

Détails bibliographiques

• Titre: The Power of Search. Search Engines as Key Marketing Parameters | A Systematic Literature Review
• Éditeur: GRIN Verlag
• 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
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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.