Things -- Mobile Marketing: strategische Integration in den Marketingmix, Anforderungen an Unternehmen, Chancen und … tiefen Einblick in die junge Disziplin Mobile Marketing und erklärt alle wichtigen Instrumente, Erfolgsfaktoren und Trends …: von einer App-Strategie über mobil optimierte Websites, Mobile Advertising und Proximity Marketing bis hin zu Mobile …

Was ist Performance Marketing? -- Messen und Optimieren -- Wann ist Performance Marketing die richtige Wahl? -- Welche … KPIs sind entscheidend? -- Welche Kanäle gehören zum Performance Marketing -- Performance-Marketing-Kanäle -- Web Analytics … -- Technologie & Tracking & Tools -- Spezialfall Mobile Marketing (Apps, Cross Device Tracking, Cookieless Tracking) -- DMPs (Data …

emphasis on advanced methods that are used to specify, estimate and validate marketing models, including structural equation … marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the … identification of changes in marketing programs that can improve brand performance. In todays environment of information overload …

and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and …This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held … in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the …

demand models. Its primary focus is on models that can be used by managers to support marketing decisions. The market … vastly improved. Models that provide information about the sensitivity of market behavior to marketing activities such as … marketing programs that can improve brand performance. In today’s environment of information overload, the challenge is to make …

’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading … Organizational Engagement -- Creating Unique Marketing Approaches -- Mood, Religion and Market Orientation -- Exploring the On …-line Consumer -- The Online Learning Environment: Delivering Quality? -- Management and Marketing Collaboration I -- Mixing Old and …

Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But … marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and … marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods …

Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners …Foreword -- Preface -- Marketing Strategies for Reaching Minority Markets -- Redefining Ethnic Market Segmentation … Frequency Portrayal of Minority Models in Magazine Advertisements -- A Selected Bibliography on Marketing to African Americans …