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Type of publication: Straipsnis recenzuojamoje Lietuvos konferencijos medžiagoje / Article in peer-reviewed Lithuanian conference proceedings (P1f)
Field of Science: Vadyba / Management (S003)
Author(s): Gedvilaitė, Rūta
Title: Turinio marketingo poveikio vertinimas
Other Title: Assessment of content marketing effect
Is part of: Lietuvos aukštųjų mokyklų vadybos ir ekonomikos jaunųjų mokslininkų konferencijų darbai. Europos Sąjungos ekonomikos, finansų ir verslo procesai bei tendencijos : 19-oji respublikinė doktorantų ir magistrantų mokslinė konferencija, Kaunas, 2016 m. gegužės mėn. 13 d. Kaunas : Vytauto Didžiojo universitetas, 2016, [no.] 19
Extent: p. 77-82
Date: 2016
Note: ISSN 2538-6778 (internetinis)
Keywords: Marketingas;Marketingo poveikis;Turinio marketingas;Marketing;Content marketing;Marketing effect
Abstract: Due to novelty of content marketing there is no widely analyzed the assasement of content marketing impact. This paper analyzes the theoretical aspects of content marketing effect assessment. The main goal of this paper is to determine how to measure content marketing effect. The first part of this paper deals with theoretical insights about content marketing: definition, concept, advantages and specific aspects. Comprehensive theoretical analysis reveals that quality content is able to encourage profitable user behavior. For the better results, perception of content marketing effect assessment is important and valuable. The second part focuses on assessment of content marketing effect process. The analysis of content marketing assessment gives a presumption for theoretical model. Theoretical model of assessment of content marketing effect includes separate stages and important aspects of assessment process. The paper ends with discussion, conclusions, practical insights and future development research directions
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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