Success factors for search engine advertising and sales
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Digitalisation affects many areas in small and medium-sized enterprises. This particularly affects the areas of "advertising" and "sales". Instruments of corporate communication, such as "search engine advertising", have only developed due to this circumstance. This book shows how small and medium-sized enterprises with regional markets, which sell products for consumers, should deal with the changes. In this respect, the theoretical and empirical research results in recommendations for action that can be implemented in practice.
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