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Website- und Webshop-Marketing

In: Online-Marketing-Intelligence

Author

Listed:
  • Dennis Ahrholdt

    (HSBA Hamburg School of Business Administration)

  • Goetz Greve

    (HSBA Hamburg School of Business Administration)

  • Gregor Hopf

    (Duale Hochschule Baden-Württemberg)

Abstract

Zusammenfassung Die eigene Website – der Nukleus des gesamten Online-Marketings: Als wichtigster Schritt des Online-Marketings wird der Aufbau und die Pflege einer „eigenen“ Website gesehen, wobei der Begriff verschiedenste Typen umfasst (bspw. Corporate-, Social-Media-, Portfolio- oder Magazin-Website oder Webshop). Das nachfolgende Kapitel befasst sich daher in strukturierter Form mit 50 Kennzahlen zur Steuerungsmöglichkeit und Erfolgsbeurteilung der eigenen Website; Performance-Kennzahlen werden explizit am bedeutenden Beispiel Webshop erklärt. Für eine fortgeschrittene Kennzahlenanalyse werden abschließend Ansatzpunkte für die Entwicklung von Kennzahlensystemen, Beziehungsanalysen und Segmentierungsansätzen vorgestellt.

Suggested Citation

  • Dennis Ahrholdt & Goetz Greve & Gregor Hopf, 2023. "Website- und Webshop-Marketing," Springer Books, in: Online-Marketing-Intelligence, edition 2, chapter 7, pages 225-264, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40599-1_7
    DOI: 10.1007/978-3-658-40599-1_7
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