Forecast of Market Share Developments by the Analysis of Share of Search Measures

  • Google-based share of search analyses provide insights into current market structures and allow forecasts for the further development of market shares. The high relevance of share of search analyses results from the positioning of search queries as a leading indicator in the marketing brand funnel. Share of search studies must carefully compile all relevant search terms for the own brand and the relevant competitors to ensure valid results.

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Metadaten
Author:Florian Riedmüller
DOI:https://doi.org/10.1007/978-3-658-42294-3_15
ISBN:9783658422936
Parent Title (English):Marketingtechnologien
Publisher:Springer Fachmedien Wiesbaden
Place of publication:Wiesbaden
Document Type:Part of a Book
Language:English
Reviewed:Begutachtet/Reviewed
Release Date:2024/12/18
Pagenumber:9
First Page:219
Last Page:227
institutes:Fakultät Betriebswirtschaft
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