Thomas Hörner

Advertising Impact and Controlling in Content Marketing

Recognize Impact Mechanisms, Optimize Controlling and Adapt Strategy

• Broschiertes Buch

Produktbeschreibung

Content marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like?

This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms.

With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.

Produktdetails

• Verlag: Springer / Springer Fachmedien Wiesbaden / Springer, Berlin
• Artikelnr. des Verlages: 978-3-658-40550-2
• 1st ed. 2023
• Seitenzahl: 268
• Erscheinungstermin: 10. Februar 2023
• Englisch
• Abmessung: 210mm x 148mm x 15mm
• Gewicht: 351g
• ISBN-13: 9783658405502
• ISBN-10: 3658405503
• Artikelnr.: 66981809

Autorenporträt

Thomas Hörner is a consultant, author, speaker and university lecturer for e-commerce and strategic online marketing. He has been professionally involved with these topics for over 25 years, has published several books on the subject since 2005, and has been teaching at the FOM Hochschule für Oekonomie & Management for more than 10 years. He combines well-founded background knowledge and experience from marketing and business management, business psychology as well as software and technology.

Inhaltsangabe

Content marketing: classification and definitional approaches.- Content marketing and advertising impact: research, models, psychological background on attitudes and behavior.- Effective content marketing: topics, content, messages, formats.- Content marketing controlling: central terms and key figures, controlling framework.