Zusammenfassung
This chapter comprises the theoretical foundation of the thesis. As the overarching theme of the dissertation is the effectiveness of online advertising, the chapter begins with a review of current knowledge in this field.
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© 2013 Springer Fachmedien Wiesbaden
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Klapdor, S. (2013). Existing Research and Conceptual Foundations. In: Effectiveness of Online Marketing Campaigns. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01732-3_3
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DOI: https://doi.org/10.1007/978-3-658-01732-3_3
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-01731-6
Online ISBN: 978-3-658-01732-3
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