Online marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Wiesbaden
Springer Gabler
[2022]
|
| Subjects: | |
| Online Access: | Inhaltstext http://www.springer.com/ Inhaltsverzeichnis |
| Item Description: | Im Klappentext: This book is an adapted translation of the original German 3rd edition Online Marketing by Ralf T. Kreutzer, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2021 |
| Physical Description: | XII, 246 Seiten Illustrationen 21 cm x 14.8 cm |
| ISBN: | 9783658353681 3658353686 |
Staff View
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| 300 | |a XII, 246 Seiten |b Illustrationen |c 21 cm x 14.8 cm | ||
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| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 653 | |a Online Marketing Book | ||
| 653 | |a E-Commerce | ||
| 653 | |a E-mail Marketing | ||
| 653 | |a Social Media | ||
| 653 | |a Social-Media-Marketing | ||
| 653 | |a Search engine marketing | ||
| 653 | |a Web agency | ||
| 653 | |a Online advertising | ||
| 653 | |a Search engine optimization | ||
| 653 | |a Circulation | ||
| 653 | |a Autor | ||
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Record in the Search Index
| _version_ | 1804183107584131072 |
|---|---|
| adam_text | CONTENTS
1
INSTRUMENTS,
SUCCESS
FACTORS
AND
GOALS
OF
ONLINE
MARKETING
....
1
1.1
INSTRUMENTS
OF
ONLINE
MARKETING
.......................................................................
2
1.2
DEVELOPMENT
OF
ONLINE
MARKETING
....................................................................
7
1.3
SUCCESS
FACTORS
AND
DESIGN
OPTIONS
FOR
ONLINE
MARKETING
............................
12
1.4
GENERAL
EXPECTATIONS
AND
MOTIVES
OF
ONLINE
USERS
.........................................
26
1.5
LEARNING
CONTROL
....................................................................................................
39
2
ONLINE
MARKETING
CONCEPT
.............................................................
41
2.1
CLASSIFICATION
OF
ONLINE
MARKETING
IN
CLASSIC
MARKETING
.................................
42
2.2
PLANNING
THE
ONLINE
MARKETING
DEPLOYMENT
...................................................
44
2.3
LEARNING
CONTROL
...................................................................................................
65
3
INSTRUMENTS
OF
ONLINE
MARKETING
..................................................
67
3.1
INTRODUCTORY
REMARKS
ON
ONLINE
MARKETING
TOOLS
...........................................
69
3.2
CORPORATE
WEBSITE
................................................................................................
73
3.2.1
DEVELOPMENT
OF
A
CORPORATE
WEBSITE
..................................................................
73
3.2.2
ENSURING
THE
PERFORMANCE
OF
A
CORPORATE
WEBSITE
.............................................
82
3.2.3
FREQUENCY
BUILDING
FOR
A
CORPORATE
WEBSITE
.......................................................
86
3.3
ONLINE
ADVERTISING
................................................................................................
90
3.3.1
FORMATS
AND
MEASUREMENT
CRITERIA
OF
ONLINE
ADVERTISING
................................
90
3.3.2
SEARCH
ENGINE
ADVERTISING
(SEA)
..........................................................................
100
3.3.3
AFFILIATE
MARKETING
.................................................................................................
107
3.3.4
OTHER
ASPECTS
OF
ONLINE
ADVERTISING
...................................................................
112
3.4
SEARCH
ENGINE
OPTIMIZATION
(SEO)
.....................................................................
113
3.4.1
BASICS
OF
SEARCH
ENGINE
OPTIMIZATION
..................................................................
113
3.4.2
ON-SITE
AND
OFF-SITE
SEARCH
ENGINE
OPTIMIZATION
..............................................
116
3.5
E-MAIL
MARKETING
..................................................................................................
126
3.5.1
BASICS
OF
E-MAIL
MARKETING
....................................................................................
126
3.5.2
SUCCESS
FACTORS
OF
E-MAIL
MARKETING
....................................................................
132
3.6
MOBILE
MARKETING
..................................................................................................
140
3.6.1
BASICS
OF
MOBILE
MARKETING
....................................................................................
141
3.6.2
FIELDS
OF
APPLICATION
OF
MOBILE
MARKETING
...........................................................
143
3.6.3
CHALLENGES
OF
VOICE
MARKETING
..............................................................................
146
3.7
SOCIAL
MEDIA
MARKETING
.......................................................................................
149
3.7.1
SOCIAL
MEDIA
AND
SOCIAL
MEDIA
MARKETING
...........................................................
149
3.7.2
FORMS
AND
GOALS
OF
SOCIAL
MEDIA
MARKETING
.......................................................
158
VIII
CONTENTS
3.7.3
PLATFORMS
FOR
THE
USE
OF
SOCIAL
MEDIA
MARKETING
................................................
163
3.7.4
CONTROLLING
OF
SOCIAL
MEDIA
MARKETING
.................................................................
174
3.8
LEARNING
CONTROL
.....................................................................................................
176
4
E-COMMERCE
.....................................................................................
179
4.1
BASICS
AND
FORMS
OF
E-COMMERCE
.......................................................................
180
4.2
INFORMATION
LOGISTICS
............................................................................................
184
4.3
MERCHANDISE
LOGISTICS
..........................................................................................
187
4.4
FINANCIAL
LOGISTICS
.................................................................................................
188
4.5
DESIGN
OF
THE
COMMUNICATIVE
AND DISTRIBUTIVE
MULTI
OR
OMNI-CHANNEL
APPROACH
...................................................................................................
188
4.6
FORM
E-COMMERCE
TO
M-COMMERCE
AND
S-COMMERCE
....................................
195
4.7
LEARNING
CONTROL
....................................................................................................
197
SUPPLEMENTARY
INFORMATION
GLOSSARY
..................................................................................................................
200
LITERATURE
................................................................................................................
244
|
| adam_txt |
CONTENTS
1
INSTRUMENTS,
SUCCESS
FACTORS
AND
GOALS
OF
ONLINE
MARKETING
.
1
1.1
INSTRUMENTS
OF
ONLINE
MARKETING
.
2
1.2
DEVELOPMENT
OF
ONLINE
MARKETING
.
7
1.3
SUCCESS
FACTORS
AND
DESIGN
OPTIONS
FOR
ONLINE
MARKETING
.
12
1.4
GENERAL
EXPECTATIONS
AND
MOTIVES
OF
ONLINE
USERS
.
26
1.5
LEARNING
CONTROL
.
39
2
ONLINE
MARKETING
CONCEPT
.
41
2.1
CLASSIFICATION
OF
ONLINE
MARKETING
IN
CLASSIC
MARKETING
.
42
2.2
PLANNING
THE
ONLINE
MARKETING
DEPLOYMENT
.
44
2.3
LEARNING
CONTROL
.
65
3
INSTRUMENTS
OF
ONLINE
MARKETING
.
67
3.1
INTRODUCTORY
REMARKS
ON
ONLINE
MARKETING
TOOLS
.
69
3.2
CORPORATE
WEBSITE
.
73
3.2.1
DEVELOPMENT
OF
A
CORPORATE
WEBSITE
.
73
3.2.2
ENSURING
THE
PERFORMANCE
OF
A
CORPORATE
WEBSITE
.
82
3.2.3
FREQUENCY
BUILDING
FOR
A
CORPORATE
WEBSITE
.
86
3.3
ONLINE
ADVERTISING
.
90
3.3.1
FORMATS
AND
MEASUREMENT
CRITERIA
OF
ONLINE
ADVERTISING
.
90
3.3.2
SEARCH
ENGINE
ADVERTISING
(SEA)
.
100
3.3.3
AFFILIATE
MARKETING
.
107
3.3.4
OTHER
ASPECTS
OF
ONLINE
ADVERTISING
.
112
3.4
SEARCH
ENGINE
OPTIMIZATION
(SEO)
.
113
3.4.1
BASICS
OF
SEARCH
ENGINE
OPTIMIZATION
.
113
3.4.2
ON-SITE
AND
OFF-SITE
SEARCH
ENGINE
OPTIMIZATION
.
116
3.5
E-MAIL
MARKETING
.
126
3.5.1
BASICS
OF
E-MAIL
MARKETING
.
126
3.5.2
SUCCESS
FACTORS
OF
E-MAIL
MARKETING
.
132
3.6
MOBILE
MARKETING
.
140
3.6.1
BASICS
OF
MOBILE
MARKETING
.
141
3.6.2
FIELDS
OF
APPLICATION
OF
MOBILE
MARKETING
.
143
3.6.3
CHALLENGES
OF
VOICE
MARKETING
.
146
3.7
SOCIAL
MEDIA
MARKETING
.
149
3.7.1
SOCIAL
MEDIA
AND
SOCIAL
MEDIA
MARKETING
.
149
3.7.2
FORMS
AND
GOALS
OF
SOCIAL
MEDIA
MARKETING
.
158
VIII
CONTENTS
3.7.3
PLATFORMS
FOR
THE
USE
OF
SOCIAL
MEDIA
MARKETING
.
163
3.7.4
CONTROLLING
OF
SOCIAL
MEDIA
MARKETING
.
174
3.8
LEARNING
CONTROL
.
176
4
E-COMMERCE
.
179
4.1
BASICS
AND
FORMS
OF
E-COMMERCE
.
180
4.2
INFORMATION
LOGISTICS
.
184
4.3
MERCHANDISE
LOGISTICS
.
187
4.4
FINANCIAL
LOGISTICS
.
188
4.5
DESIGN
OF
THE
COMMUNICATIVE
AND DISTRIBUTIVE
MULTI
OR
OMNI-CHANNEL
APPROACH
.
188
4.6
FORM
E-COMMERCE
TO
M-COMMERCE
AND
S-COMMERCE
.
195
4.7
LEARNING
CONTROL
.
197
SUPPLEMENTARY
INFORMATION
GLOSSARY
.
200
LITERATURE
.
244 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
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| classification_tum | WIR 825 |
| ctrlnum | (OCoLC)1262038442 (DE-599)DNB1237514541 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV047646426 |
| illustrated | Illustrated |
| index_date | 2024-07-03T18:48:51Z |
| indexdate | 2024-07-10T09:18:11Z |
| institution | BVB |
| institution_GND | (DE-588)1043386068 |
| isbn | 9783658353681 3658353686 |
| language | English |
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| oclc_num | 1262038442 |
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| owner_facet | DE-2070s DE-355 DE-BY-UBR DE-1050 DE-1028 DE-N2 |
| physical | XII, 246 Seiten Illustrationen 21 cm x 14.8 cm |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Springer Gabler |
| record_format | marc |
| spelling | Kreutzer, Ralf T. 1958- Verfasser (DE-588)111574668 aut Online-Marketing Online marketing Ralf T. Kreutzer Wiesbaden Springer Gabler [2022] XII, 246 Seiten Illustrationen 21 cm x 14.8 cm txt rdacontent n rdamedia nc rdacarrier Im Klappentext: This book is an adapted translation of the original German 3rd edition Online Marketing by Ralf T. Kreutzer, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2021 Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online Marketing Book E-Commerce E-mail Marketing Social Media Social-Media-Marketing Search engine marketing Web agency Online advertising Search engine optimization Circulation Autor Basics Online-Marketing (DE-588)7706419-7 s DE-604 Springer Fachmedien Wiesbaden (DE-588)1043386068 pbl Erscheint auch als Online-Ausgabe 978-3-658-35369-8 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=8fce1eb2c3a747919083da21c2eb066a&prov=M&dok_var=1&dok_ext=htm Inhaltstext X:MVB http://www.springer.com/ DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033030558&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p vlb 20210723 DE-101 https://d-nb.info/provenance/plan#vlb |
| spellingShingle | Kreutzer, Ralf T. 1958- Online marketing Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Online marketing |
| title_alt | Online-Marketing |
| title_auth | Online marketing |
| title_exact_search | Online marketing |
| title_exact_search_txtP | Online marketing |
| title_full | Online marketing Ralf T. Kreutzer |
| title_fullStr | Online marketing Ralf T. Kreutzer |
| title_full_unstemmed | Online marketing Ralf T. Kreutzer |
| title_short | Online marketing |
| title_sort | online marketing |
| topic | Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Online-Marketing |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=8fce1eb2c3a747919083da21c2eb066a&prov=M&dok_var=1&dok_ext=htm http://www.springer.com/ http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033030558&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kreutzerralft onlinemarketing AT springerfachmedienwiesbaden onlinemarketing |