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Online Targeting und Controlling
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Die Mglichkeit, Massenwerbung mit sehr geringen Streuverlusten ber das Internet anzubieten, bestand bislang nur in der Theorie. Der Einsatz moderner Targeting- und Controlling-Techniken kann hier Abhilfe schaffen. Targeting und Controlling von Online-Marketing-Manahmen zhlen deshalb zu den wichtigsten Entwicklungsgebieten der kommerziellen Nutzung des Internets und sind jetzt schon zentraler Bestandteil in vielen Online-Geschftsmodellen. Renommierte Fachvertreter aus Wissenschaft und Praxis setzen sich in diesem Buch mit Mglichkeiten und Grenzen sowie den zuknftigen Trends des Online Targeting auseinander.
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