{"product_id":"9783658470999","title":"Business Guides on the Go: Strategic Campaign Planning Across the Customer Journey","description":"\u003ch1\u003eBusiness Guides on the Go: Strategic Campaign Planning Across the Customer Journey\u003c\/h1\u003e \u003ch2\u003eSchwarz-Musch, Alexander; Tauchhammer, Alexander; Guetz, Bernhard\u003c\/h2\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis book explains how companies can successfully plan and implement their online campaigns – even after the end of third-party cookies. Campaigns on social media platforms, in search engines, and through display advertising can still be effective if potential customers are targeted accurately.\u003c\/p\u003e\n\n\u003cp\u003eThe authors demonstrate how this can work without cookies: developing a \"Minimum Viable Persona\" and defining campaign groups along the customer journey play central roles. For each touchpoint on the path to purchase, milestones must be tracked, allowing the effectiveness and efficiency of the measures to be easily verified.\u003c\/p\u003e\n\n\u003cp\u003eA resource for marketing professionals seeking solutions in the post-cookie era to continue reaching their target audiences without waste coverage.\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Springer\u003c\/p\u003e \u003cp\u003ePublication Date: 2025-03-07\u003c\/p\u003e \u003cp\u003eFormat: Hardcover\u003c\/p\u003e \u003cp\u003eISBN-13: 9783658470999\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-658-47100-2\u003c\/p\u003e \u003cp\u003eDimensions: 210cm x148cm\u003c\/p\u003e \u003cp\u003ePages: 169\u003c\/p\u003e ","brand":"Springer Gabler Wiesbaden","offers":[{"title":"Default Title","offer_id":45385599877260,"sku":"9783658470999","price":40.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783658470999.jpg?v=1773312994","url":"https:\/\/lateknightbooks.com\/products\/9783658470999","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}