publication . Research . 2016

Content-Marketing-Strategien in der Unternehmenspraxis: Eine empirische Analyse

Riekhof, Hans-Christian; Jacobi, Teresa;
Open Access German
  • Published: 01 Jan 2016
  • Publisher: Göttingen: PFH Private Hochschule Göttingen
Abstract
Although there is currently limited empirical research available on content marketing this topic is discussed quite intensively among marketing experts. Some of these even see a new paradigm on the rise because marketing strategies based on content are fundamentally different from traditional approaches where selling products and directly influencing customers and prospects are the dominating focus of marketing activities. In this paper, content marketing is used as the more generic term whereas native advertising, branded content, branded media or corporate journalism emphasize more particular aspects. [...]
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free text keywords: ddc:330
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Research . 2016
Provider: EconStor
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