Interaktive Preismechanismen:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | German English |
| Veröffentlicht: |
Hamburg
Kovač
2011
|
| Schriftenreihe: | Schriftenreihe Innovative Betriebswirtschaftliche Forschung und Praxis
278 |
| Schlagworte: | |
| Online-Zugang: | Ausführliche Beschreibung Inhaltsverzeichnis |
| Beschreibung: | Beitr. teilw. dt., teilw. engl. |
| Beschreibung: | 142 S. graph. Darst. |
| ISBN: | 9783830051756 3830051751 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | IMAGE 1
INHALTSVERZEICHNIS
I. SVNODSIS . 9
1. EINLEITUNG 9
2. ZIEL UND UEBERBLICK 17
3. DETAILLIERTE BESCHREIBUNG DER BEITRAEGE 19
3.1. STICHWORT *SUCHMASCHINENMARKETING 19
3.2. AN ANALYSIS OF THE PROFITABILITY OF DIFFERENT BIDDING HEURISTICS IN
SEARCH ENGINE MARKETING 21
3.3. HOW FEE-BASED COMPENSATION LOWERS PROFIT IN SEARCH ENGINE MARKETING
23 3.4. COMPARING THE VALIDITY OF DIFFERENT METHODS FOR MEASURING
WILLINGNESS-TO-PAY25 3.5. DO NAME-YOUR-OWN-PRICE OR ENGLISH AUCTION
PERFORM BETTER? 27 4. FAZIT UND AUSBLICK 31
LITERATURVERZEICHNIS 33
II. STICHWORT SUCHMASCHINENMARKETING 37
1. EINLEITUNG 39
2. FUNKTIONSWEISE DES SUCHMASCHINENMARKETINGS 39
3. PREISFMDUNGSMECHANISMUS IM SUCHMASCHINENMARKETING 42
4. KLICKBETRUG IM SUCHMASCHINENMARKETING 43
5. WEITERENTWICKLUNGSMOEGLICHKEITEN IM SUCHMASCHINENMARKETING 44
LITERATURVERZEICHNIS 45
III. AN ANALYSIS OF THE PROFITABILITY OF DIFFERENT BIDDING HEURISTICS IN
SEARCH ENGINE MARKETING .... .............. . . 47
1. INTRODUCTION 49
2. OPTIMAL BIDDING MODEL 51
3. BIDDING HEURISTICS IN SEARCH ENGINE MARKETING 55
4. COMPARISON OF THE PROFITABILITY OF BIDDING HEURISTICS 58
4.1. DESIGN OF THE SIMULATION STUDY 58
4.2. RESULTS OF THE SIMULATION STUDY 60
4.3. REASONS FOR THE PROFITABILITY OF THE ACQUISITION COSTS SHARE
HEURISTIC 64 5. CONCLUSIONS 65
APPENDIX 68
REFERENCES 71
IV. WHY FEE-BASED COMPENSATION LOWERS PROFIT IN SEARCH ENGINE MARKETING.
... 75 1. INTRODUCTION 77
2. FUNCTIONALITY OF SEARCH ENGINE MARKETING 79
3. RELATED LITERATURE 80
4. PERFORMANCE-BASED COMPENSATION PLANS IN SEARCH ENGINE MARKETING 82
4.1. FEE-BASED COMPENSATION PLAN 82
4.1.1. SEM AGENCY S BIDDING DECISION PROBLEM 82
4.1.2. ADVERTISER S COMPENSATION DECISION PROBLEM 85
4.2. INCENTIVE RATE-BASED COMPENSATION PLAN 87
5. EVALUATION OF PERFORMANCE-BASED COMPENSATION PLANS 89
5.1. DESIGN OF THE SIMULATION STUDY 90
5.2. RESULTS OF THE SIMULATION STUDY 92
6. CONCLUSIONS AND IMPLICATIONS 95
BIBLIOGRAFISCHE INFORMATIONEN HTTP://D-NB.INFO/1008738328
DIGITALISIERT DURCH
IMAGE 2
APPENDIX 98
REFERENCES 101
V. COMPARING THE VALIDITY OF DIFFERENT METHODS FOR MEASURING
WILLINGNESS-TO-PAY... 105
1. INTRODUCTION 107
2. LITERATURE REVIEW 107
3. EXPERIMENTAL STUDY 109
3.1. DESIGN OF THE EXPERIMENTAL STUDY 109
3.1.1. SUBJECTS AND STIMULI 109
3.1.2 PROCEDURE I LL
3.1.3. MEASURES 112
3.2. RESULTS 112
3.2.1. DIFFERENCES BETWEEN METHODS 113
3.2.2. POTENTIAL DRIVERS OF THE DIFFERENCES AMONG METHODS 115
4. CONCLUSIONS 117
REFERENCES 119
VI. DO NAME-YOUR-OWN-PRICE OR ENGLISH AUCTIONS PERFORM BETTER?. 121
1. INTRODUCTION 123
2. RELATED LITERATURE AND THEORETICAL BACKGROUND 124
2.1 RATIONAL BIDDING BEHAVIOR IN ENGLISH AUCTIONS AND AT NYOP 124
2.2 FACTORS INFLUENCING BIDDING BEHAVIOR 126
3. HYPOTHESES 129
4. EXPERIMENTAL STUDY 131
4.1. DESIGN 131
4.2. PROCEDURE 133
4.3 DATA 133
4.4 RESULTS 135
5. CONCLUSIONS 139
REFERENCES 141
|
| any_adam_object | 1 |
| author | Gerstmeier, Eva Charlotte |
| author_GND | (DE-588)143557742 |
| author_facet | Gerstmeier, Eva Charlotte |
| author_role | aut |
| author_sort | Gerstmeier, Eva Charlotte |
| author_variant | e c g ec ecg |
| building | Verbundindex |
| bvnumber | BV036873551 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)706077818 (DE-599)DNB1008738328 |
| dewey-full | 658.872 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.872 |
| dewey-search | 658.872 |
| dewey-sort | 3658.872 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Thesis Book |
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| id | DE-604.BV036873551 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:49:54Z |
| institution | BVB |
| isbn | 9783830051756 3830051751 |
| language | German English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020789076 |
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| physical | 142 S. graph. Darst. |
| publishDate | 2011 |
| publishDateSearch | 2011 |
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| publisher | Kovač |
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| series | Schriftenreihe Innovative Betriebswirtschaftliche Forschung und Praxis |
| series2 | Schriftenreihe Innovative Betriebswirtschaftliche Forschung und Praxis |
| spelling | Gerstmeier, Eva Charlotte Verfasser (DE-588)143557742 aut Interaktive Preismechanismen Eva Charlotte Gerstmeier Hamburg Kovač 2011 142 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Schriftenreihe Innovative Betriebswirtschaftliche Forschung und Praxis 278 Beitr. teilw. dt., teilw. engl. Zugl.: Frankfurt (Main), Univ., Diss., 2009 Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Preisbildung (DE-588)4047103-2 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Interaktion (DE-588)4027266-7 gnd rswk-swf Marktmechanismus (DE-588)4139127-5 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Electronic Commerce (DE-588)4592128-3 s Marktmechanismus (DE-588)4139127-5 s Interaktion (DE-588)4027266-7 s Preisbildung (DE-588)4047103-2 s Marketingstrategie (DE-588)4120697-6 s DE-604 Schriftenreihe Innovative Betriebswirtschaftliche Forschung und Praxis 278 (DE-604)BV012213500 278 X:MVB text/html http://www.verlagdrkovac.de/978-3-8300-5175-6.htm Ausführliche Beschreibung DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020789076&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gerstmeier, Eva Charlotte Interaktive Preismechanismen Schriftenreihe Innovative Betriebswirtschaftliche Forschung und Praxis Electronic Commerce (DE-588)4592128-3 gnd Preisbildung (DE-588)4047103-2 gnd Marketingstrategie (DE-588)4120697-6 gnd Interaktion (DE-588)4027266-7 gnd Marktmechanismus (DE-588)4139127-5 gnd |
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| title | Interaktive Preismechanismen |
| title_auth | Interaktive Preismechanismen |
| title_exact_search | Interaktive Preismechanismen |
| title_full | Interaktive Preismechanismen Eva Charlotte Gerstmeier |
| title_fullStr | Interaktive Preismechanismen Eva Charlotte Gerstmeier |
| title_full_unstemmed | Interaktive Preismechanismen Eva Charlotte Gerstmeier |
| title_short | Interaktive Preismechanismen |
| title_sort | interaktive preismechanismen |
| topic | Electronic Commerce (DE-588)4592128-3 gnd Preisbildung (DE-588)4047103-2 gnd Marketingstrategie (DE-588)4120697-6 gnd Interaktion (DE-588)4027266-7 gnd Marktmechanismus (DE-588)4139127-5 gnd |
| topic_facet | Electronic Commerce Preisbildung Marketingstrategie Interaktion Marktmechanismus Hochschulschrift |
| url | http://www.verlagdrkovac.de/978-3-8300-5175-6.htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020789076&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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