Document (#42754)

Author

Griesbaum, J.

Title

Online Marketing : Ein Lehr- und Forschungsgebiet der Informationswissenschaft?

Issue

Teil 1: Die zentralen Kanäle des Online-Marketing [26.09.2019].

Source

Open Password. 2019, Nr.634 vom 26. September 2019. [https://www.password-online.de/?wysija-page=1&controller=email&action=view&email_id=766&wysijap=subscriptions&user_id=1045]

Year

2019

Series

Zukunft der Informationswissenschaft: An den Forschungsfronten der Informationswissenschaft

Abstract

In diesem Text wird das Themengebiet Online Marketing in den Lehr- und Forschungskontext der Informationswissenschaft eingeordnet. Ziel ist es einerseits, die zentralen inhaltlichen und pragmatischen Aspekte des Themas, auch die Trends, anzusprechen. Eingebunden in einem Reader zur "Zukunft der Informationswissenschaft" gilt es andererseits, Potenziale im Bereich informationswissenschaftlicher Lehre und Perspektiven für die informationswissenschaftliche Forschung zu erörtern. Zunächst wird das Online Marketing definiert und nach seiner Relevanz auf individueller und unternehmensbezogener Ebene eingeordnet. Auf dieser Grundlage wird eine Übersicht über die verschiedenen Kanäle des Online Marketing erarbeitet und ein einfaches Vorgehensmodell skizziert. Schließlich wird der Bezug zur Informationswissenschaft diskutiert..

Content

Lesen Sie in der nächsten Folge: Suchwortvermarktung - Suchmaschinenoptimierung - Social Media Marketing - Mobile Marketing/lokationsbasiertes Marketing.

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