Effectiveness of Online Marketing Campaigns

Sebastian Klapdor
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Sebastian Klapdor: TUM School of Management

in Springer Books from Springer

Date: 2013
Edition: 2013
ISBN: 978-3-658-01732-3
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Chapters in this book:

Ch 1 Introduction

Sebastian Klapdor

Ch 2 Overview on Online Advertising

Sebastian Klapdor

Ch 3 Existing Research and Conceptual Foundations

Sebastian Klapdor

Ch 4 Study I: Effectiveness of Multichannel Online Advertising

Sebastian Klapdor

Ch 5 Study II: Effectiveness of Search Engine Advertising

Sebastian Klapdor

Ch 6 Conclusion, Implications, and Outlook

Sebastian Klapdor

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DOI: 10.1007/978-3-658-01732-3

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