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Online (Re)-Targeting im B2B-Marketing

Online (Re)-Targeting im B2B-Marketing

          
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Diplomarbeit aus dem Jahr 2011 im Fachbereich Ingenieurwissenschaften - Wirtschaftsingenieurwesen, Note: 2,0, Hochschule Heilbronn, ehem. Fachhochschule Heilbronn, Sprache: Deutsch, Abstract: "Half the money I spend on advertising is wasted - the trouble is I don´t know which half" Henry Ford (*1863 - +1947) Was Henry Ford damals damit meinte war, dass "die Hälfte des für Werbung eingesetzten Geldeseines Unternehmens verloren ist; aber man weiß nicht, welche Hälfte das ist" (Übersetzung durch den Verfasser). Um dieser Aussage endgültig entgegen zu wirken, zumindest für Bannerwerbung im online Bereich, soll vorliegende Diplomarbeit aufzeigen, wie die Leistung und die Leistungsmessung von Online-Bannerwerbung durch Streuverlustminimierung optimiert werden kann. Das Spezielle dabei ist allerdings, dass vorliegende Ausarbeitung eine Optimierung für Investitionsgüter aufzeigen soll. Außerdem soll anhand eines Beispiels gezeigt werden, wie eine spezielle Mechanik schon erfolgreich Anwendung findet. Um einen sachverständlichen Einstieg in die gesamte Thematik zu bekommen werden in den Kapiteln 2 und 3 die Bereiche Kommunikation und Werbung in Zusammenhang mit dem Überbegriff Marketing geklärt und für den Bereich Investitionsgütermarketing geltend gemacht. Die Hauptproblemstellung wird in Kapitel 4 detailliert aufgezeigt. Streuverluste in der Online-Werbung müssen nicht sein. In Kapitel 5 werden dafür Lösungs-Optionen in der Online-Display-Bannerwerbung aufgezeigt. Zusammenfassung und einen Ausblick liefern die Kapitel 6 und 7.


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Product Details
  • ISBN-13: 9783656122463
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 145 gr
  • ISBN-10: 3656122466
  • Publisher Date: 08 Feb 2012
  • Height: 210 mm
  • No of Pages: 102
  • Series Title: German
  • Sub Title: Kostensenkung in der Online-Werbung mit Streuverlustminimierung durch Online-Targeting-Maßnahmen im B2B-Marketing
  • Width: 148 mm


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