Marketing on the Web: empirical studies of advertising and promotion effectiveness
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Stockholm
Stockholm School of Economics, The Economic Research Inst.
2001
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 113 S. graph. Darst. |
| ISBN: | 917258565X |
Internformat
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Datensatz im Suchindex
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| adam_text | Table of Contents
INTRODUCTION 1
ARTICLE 1 17
To Click or Not to Click: An Empirical Study of Response to Banner
Ads for High and Low involvement Products
With Ylva Ekborn and Natalia Momer
In: Consumption, Markets Culture Vol 4 No 1, 57-76 (2000)
© OPA (Overseas Publishers Association), with permission from Gordon and Breach
Publishers
ARTICLE 2 37
Informing and Transforming on the Web: An Empirical Study of
Response to Banner Ads for Functional and Expressive Products
With Jonas Bergendahl
In: International Journal of Advertising (forthcoming)
© Advertising Association, with permission from World Advertising Research Center
(WARC)
ARTICLE 3 53
Banner Ads through a New Lens: The Importance of Brand Familiarity
and Internet Experience
In: Journal of Advertising Research (forthcoming)
© Advertising Research Foundation (ARF)
ARTICLE 4 67
Escaping the Web: Internet User Experience and Response to Web
Marketing
In review, Journal of Marketing Theory and Practice
ARTICLE 5 85
Real Consumers in the Virtual Store
With Fredrik Lange, CCM, Stockholm School of Economics
In: Scandinavian Journal of Management (forthcoming)
© Elsevier Science
|
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| spelling | Dahlén, Micael Verfasser aut Marketing on the Web empirical studies of advertising and promotion effectiveness Micael Dahlen Stockholm Stockholm School of Economics, The Economic Research Inst. 2001 113 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Zugl.: Stockholm, School of Economics, Diss., 2001 Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Internet (DE-588)4308416-3 gnd rswk-swf Telemarketing (DE-588)4215401-7 gnd rswk-swf Werbeerfolg (DE-588)4127461-1 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Werbung (DE-588)4065541-6 s Internet (DE-588)4308416-3 s Werbeerfolg (DE-588)4127461-1 s DE-604 Verbraucherverhalten (DE-588)4062644-1 s Telemarketing (DE-588)4215401-7 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017430496&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Dahlén, Micael Marketing on the Web empirical studies of advertising and promotion effectiveness Verbraucherverhalten (DE-588)4062644-1 gnd Werbung (DE-588)4065541-6 gnd Internet (DE-588)4308416-3 gnd Telemarketing (DE-588)4215401-7 gnd Werbeerfolg (DE-588)4127461-1 gnd |
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| title | Marketing on the Web empirical studies of advertising and promotion effectiveness |
| title_auth | Marketing on the Web empirical studies of advertising and promotion effectiveness |
| title_exact_search | Marketing on the Web empirical studies of advertising and promotion effectiveness |
| title_full | Marketing on the Web empirical studies of advertising and promotion effectiveness Micael Dahlen |
| title_fullStr | Marketing on the Web empirical studies of advertising and promotion effectiveness Micael Dahlen |
| title_full_unstemmed | Marketing on the Web empirical studies of advertising and promotion effectiveness Micael Dahlen |
| title_short | Marketing on the Web |
| title_sort | marketing on the web empirical studies of advertising and promotion effectiveness |
| title_sub | empirical studies of advertising and promotion effectiveness |
| topic | Verbraucherverhalten (DE-588)4062644-1 gnd Werbung (DE-588)4065541-6 gnd Internet (DE-588)4308416-3 gnd Telemarketing (DE-588)4215401-7 gnd Werbeerfolg (DE-588)4127461-1 gnd |
| topic_facet | Verbraucherverhalten Werbung Internet Telemarketing Werbeerfolg Hochschulschrift |
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