Impacts of Online Advertising on Business Performance

Impacts of Online Advertising on Business Performance

Tereza Semerádová (Technical University of Liberec, Czech Republic) and Petr Weinlich (Technical University of Liberec, Czech Republic)
Release Date: November, 2019|Copyright: © 2020 |Pages: 262|DOI: 10.4018/978-1-7998-1618-8
ISBN13: 9781799816188|ISBN10: 1799816184|EISBN13: 9781799816201|ISBN13 Softcover: 9781799816195
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Description

Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority.

Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Branding
  • Consumer Behavior
  • Customer Analytics
  • Data Analytics
  • Digital Advertising
  • Digital Media
  • E-Business
  • E-Commerce
  • Marketing Communications
  • User Experience

Table of Contents and List of Contributors

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