Existing Research and Conceptual Foundations

  • Sebastian Klapdor
Chapter

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.

Keywords

Marketing Sorting Alba Banner Vinced 

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Sebastian Klapdor
    • 1
  1. 1.MunichGermany

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