Advertising Impact and Controlling in Content Marketing : Recognize Impact Mechanisms, Optimize Controlling and Adapt Strategy

Hörner, Thomas

Springer（2023/02発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 255 p.
• 商品コード 9783658405502

Full Description

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.

Contents

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.