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008			230209s2023 gw | o |||| 0|eng d
020			_a9783658405519
024	7		_a10.1007/978-3-658-40551-9 _2doi
040			_aES-VaUE _bspa _cES-VaUE _dES-VaUE
050		4	_aHF5415 _b2023 EB
100	1		_aHörner, Thomas _eautor _4http://id.loc.gov/vocabulary/relators/aut _9518265
245	1	0	_aAdvertising Impact and Controlling in Content Marketing : _bRecognize Impact Mechanisms, Optimize Controlling and Adapt Strategy _cby Thomas Hörner
250			_a1st ed 2023
264		1	_aWiesbaden _c2023 _bSpringer International Publishing
300			_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
490	0		_aSpringer
505	0		_aContent 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.
520			_aContent marketing is now a firmly established discipline in online marketing. But how can it have a targeted effect if the products and company services are not even its communication content? What are the consequences for strategic content planning and valid content marketing controlling? This book goes beyond the usual tips for implementing content marketing by asking what the fundamental effects of content marketing are. To this end, an advertising impact model for content marketing is presented. The author not only describes the psychological mechanisms behind this, but also derives very practical requirements and procedures for the successful, strategic design of content marketing. Based on the analyzed mechanisms of action, a comprehensive content marketing controlling framework is then presented. This book provides content marketing managers, students and content producers with a theoretical foundation for the discipline of content marketing as well as numerous recommendations for successful practical work in the company. The author Thomas Hörner is a consultant, author, speaker and university lecturer specialized in e-commerce and strategic online marketing. He has been dealing with these topics professionally 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 ten years. He combines well-founded background knowledge and experience from marketing and business management, business psychology as well as software and technology. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-658-40551-9 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE _n0
998			_b05/2024 _db _eb _zSI