Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/146503 
Erscheinungsjahr: 
2016
Schriftenreihe/Nr.: 
PFH Forschungspapiere/Research Papers No. 2016/01
Verlag: 
PFH Private Hochschule Göttingen, Göttingen
Zusammenfassung: 
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. [...]
Dokumentart: 
Working Paper

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