@phdthesis{Eschle,
  type      = {Bachelor Thesis},
  author    = {Maya Eschle},
  title     = {Der Einsatz von Suchmaschinenmarketing als Ausgangspunkt zur Leadgenerierung bei B-to-B Unternehmen am Beispiel Gr{\"a}sslin},
  pages     = {44},
  abstract  = {Digitalization is fundamentally changing business models, amongst others, the consumer purchase behavior. The changes in how people are gathering information and purchasing via the Internet nowadays is one of the major reasons why marketing is shifting to digital. Especially for B-to-B companies, whose purpose is to create customers and build long term relationships, it is crucial to set up digital touchpoints along the customer journey. Within this digital customer journey, the research focuses on the meaning of search engine marketing as an initial point for lead generation. The thesis aims to show how to take advantage of search engine marketing for lead generation from the example of the Gr{\"a}sslin company by examining theoretical framework and carrying out expert interviews such as a competitive analysis about search engine marketing in the industry. The findings of the research suggest recommendations for action regarding search engine optimization and search engine advertising in order to improve the digital presence of the company but also to enhance customer-centered communication according to Inbound Marketing.},
  language  = {de}
}