LEADER 03560nam 2200565Ia 450 001 9910438075703321 005 20200520144314.0 010 $a3-658-01732-5 024 7 $a10.1007/978-3-658-01732-3 035 $a(CKB)2550000001045299 035 $a(EBL)1206285 035 $a(SSID)ssj0000878799 035 $a(PQKBManifestationID)11546181 035 $a(PQKBTitleCode)TC0000878799 035 $a(PQKBWorkID)10837109 035 $a(PQKB)10508967 035 $a(DE-He213)978-3-658-01732-3 035 $a(MiAaPQ)EBC1206285 035 $a(PPN)168330962 035 $a(EXLCZ)992550000001045299 100 $a20130315d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aEffectiveness of online marketing campaigns $ean investigation into online multichannel and search engine advertising /$fSebastian Klapdor 205 $a1st ed. 2013. 210 $aWiesbaden $cSpringer Fachmedien Wiesbaden$dc2013 215 $a1 online resource (134 p.) 300 $aDescription based upon print version of record. 311 $a3-658-01731-7 320 $aIncludes bibliographical references. 327 $aOverview on Online Advertising -- Existing Research and Conceptual Foundations -- Effectiveness of Multichannel Online Advertising -- Effectiveness of Search Engine Advertising. 330 $aInternet advertising has come of age, yet little is known in research and practice about how advertising on digital channels really works. Sebastian Klapdor has conducted two studies that focus on multichannel online advertising and search engine advertising. In an interdisciplinary approach the author develops comprehensive models based on existing research. He empirically validates them with large real-life datasets from ad campaigns and cookie-based user tracking systems. His findings show that there are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels. In addition, the channel order can influence the conversion probability and click-through rates in search engine advertising are influenced by keyword criteria on semantic and syntactic level. The results can be used to increase the effectiveness of ad campaigns. Based on these findings, the author outlines how a future integrated approach to online advertising could look like.   Contents ·         Overview of Online Advertising ·         Multichannel Online Advertising ·         Search Engine Advertising       Target Groups ·         Researchers and students in the fields of business economics and business information systems with a focus on marketing ·         Practitioners responsible for online marketing, online marketing agencies     The Author Dr. Sebastian Klapdor completed his dissertation under the supervision of Prof. Florian von Wangenheim at the Chair of Service and Technology Marketing at TUM School of Management, Munich, Germany. He is a project manager at a management consultancy company. 606 $aInternet marketing 606 $aMarketing 615 0$aInternet marketing. 615 0$aMarketing. 676 $a659.14 676 $a659.14/4 676 $a659.144 700 $aKlapdor$b Sebastian$01058231 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910438075703321 996 $aEffectiveness of Online Marketing Campaigns$92497973 997 $aUNINA LEADER 04931nam 2200817uu 450 001 9910963152103321 005 20251116202210.0 010 $a9781383010503 010 $a1383010501 010 $a9781280914102 010 $a1280914106 010 $a9780191591754 010 $a0191591750 024 7 $a2027/heb01073 035 $a(CKB)1000000000396100 035 $a(EBL)1183111 035 $a(SSID)ssj0000296312 035 $a(PQKBManifestationID)11226140 035 $a(PQKBTitleCode)TC0000296312 035 $a(PQKBWorkID)10326728 035 $a(PQKB)11581943 035 $a(Au-PeEL)EBL1183111 035 $a(CaPaEBR)ebr10695415 035 $a(CaONFJC)MIL485172 035 $a(OCoLC)843639225 035 $a(Au-PeEL)EBL4964405 035 $a(CaONFJC)MIL91410 035 $a(OCoLC)1027135054 035 $a(dli)HEB01073 035 $a(MiU)MIU01000000000000003865580 035 $a(MiAaPQ)EBC1183111 035 $a(OCoLC)1406784980 035 $a(StDuBDS)9781383010503 035 $a(MiAaPQ)EBC4964405 035 $a(EXLCZ)991000000000396100 100 $a19940919e20231994 uy | 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aFiefs and vassals $ethe medieval evidence reinterpreted /$fSusan Reynolds 205 $a1st ed. 210 1$aOxford :$cOxford University Press,$d2023. 215 $a1 online resource (557 pages) 225 1 $aOxford scholarship online 300 $aPreviously issued in print: 1994. 311 08$a9780198204589 311 08$a0198204582 311 08$a9780198206484 311 08$a0198206488 320 $aIncludes bibliographical references (p489-526) and index. 327 $a1. The Problem of Feudalism. 1.1. The nature of the problem. 1.2. The historiography of feudalism. 1.3. The plan of the book -- 2. Vassalage and the Norms of Medieval Social Relations. 2.1. The concept of vassalage. 2.2. Some problems of the concept. 2.3. A substitute for the concept of vassalage: some medieval norms and values -- 3. Fiefs and Medieval Property Relations. 3.1. The concept of the fief. 3.2. Ideas of property. 3.3. A hypothesis about property law before 1100. 3.4. A hypothesis about property law after 1100 -- 4. Gaul and the Kingdom of the Franks. 4.1. The Merovingian period. 4.2. The Carolingians: vassi and benefices. 4.3. Full property under the Carolingians. 4.4. Counts and the problem of the end of the empire -- 5. The Kingdom of France, 900-1100. 5.1. The problems. 5.2. Government and political relations. 5.3. Benefices and the lands of counts and churches. 5.4. Other full property: alods and inheritances. 5.5. Fiefs -- 327 $a6. Italy. 6.1. The problems. 6.2. Before 774: the Lombard kingdom. 6.3. Political relations and government from 774 to the twelfth century. 6.4. Benefices and fiefs, 774-1037. 6.5. Benefices and fiefs, 1037 to the early twelfth century. 6.6. Full property from 774 to the twelfth century. 6.7. The eleventh-century papacy: fiefs and oaths of fidelity. 6.8. The beginning of academic law. 6.9. Politics and the new law in the twelfth century. 6.10. The Norman south. 6.11. Professional law and government -- 7. The Kingdom of France, 1100-1300. 7.1. The transition to professional law and government. 7.2. Words and concepts: the twelfth century. 7.3. Words and concepts: the thirteenth century. 7.4. Words and concepts: the feudal hierarchy. 7.5. The rights and obligations of property -- 327 $a8. England. 8.1. The problems. 8.2. Before the mid tenth century. 8.3. From the mid tenth century to 1066. 8.4. The Norman Conquest. 8.5. Words and concepts, 1100-1300. 8.6. The obligations of property, 1100-1300. 8.7. The rights of property, 1100-1300. 8.8. English law and feudal law -- 9. The Kingdom of Germany. 9.1. The problems. 9.2. Before 911. 9.3. Government and jurisdiction from 911 to the early twelfth century. 9.4. Full property from 911 to the early twelfth century. 9.5. Benefices and fiefs from 911 to the early twelfth century. 9.6. Words, concepts, and law: the twelfth century. 9.7. Words, concepts, and law: the thirteenth century. 9.8. The rights and obligations of property, 1100-1300 -- 10. Conclusion -- Appendix: Early treatises on the law of fiefs. 330 8 $aThis work offers a fundamental challenge to orthodox conceptions of feudalism and aims to challenge centuries of misconceptions about the nature of medieval social relations. 410 0$aOxford scholarship online. 606 $aMiddle Ages 606 $aFeudalism 615 0$aMiddle Ages. 615 0$aFeudalism. 676 $a940.1 700 $aReynolds$b Susan$f1929-$0246402 801 0$bUk 801 1$bUk 801 2$bStDuBDSZ 801 2$bStDuBDSZ 906 $aBOOK 912 $a9910963152103321 996 $aFiefs and vassals$927291 997 $aUNINA