Effectiveness of Online Marketing Campaigns An Investigation into On
Internet advertising has come of age, yet little is known in research and practice about how advertising on digital channels really works. Sebastian Klapdor has conducted two studies that focus on multichannel online advertising and search engine advertis
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Sebastian Klapdor
Effectiveness of Online Marketing Campaigns An Investigation into Online Multichannel and Search Engine Advertising
Sebastian Klapdor Munich, Germany
Dissertation TUM School of Management, Munich, 2012
ISBN 978-3-658-01731-6 DOI 10.1007/978-3-658-01732-3
ISBN 978-3-658-01732-3 (eBook)
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Internet advertising: The ultimate marketing machine. —The Economist
Foreword The importance of the Internet as a marketing and advertising medium has grown rapidly in recent years and will continue to grow. As in the offline world, the online world has generated a variety of marketing instruments of its own, but so rapidly that scholarly research in the field of business management still has only a limited knowledge of their workings. This is the area that Sebastian Klapdor addresses in his work. The goals of his analysis lie first in improving the body of research regarding an online mark
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