Chapter 15 Online Advertising

Chapters in this book

1. Frontmatter I
2. Contents V
3. Preface XIII
4. Part A Propedeutics of Dealing with the Information Market
5. Chapter 1 History of Exploring the Information Market 3
6. Chapter 2 Information as Economic Good 23
7. Chapter 3 Economic Particularities of Information Goods 33
8. Part B Information Society
9. Chapter 4 Information Sociology 77
10. Chapter 5 Information Law 119
11. Chapter 6 Information Ethics 159
12. Chapter 6 Information Ethics
13. Chapter 7 Business, Market and Press Information 183
14. Chapter 8 Legal Information 207
15. Chapter 9 STM Information 219
16. Chapter 10 Search Tools and Content Aggregators 251
17. Chapter 11 Web 2.0 Services 259
18. Chapter 12 Online Music and Internet TV 287
19. Chapter 13 Digital Games 295
20. Chapter 14 Software 311
21. Chapter 15 Online Advertising 327
22. Part D Competitive Strategies of Information Providers
23. Chapter 16 Strategic Framework 347
24. Chapter 17 Timing of Market Entry 361
25. Chapter 18 Pricing 379
26. Chapter 19 Managing Compatibility and Standardization 427
27. Chapter 20 Complement Management 451
28. Chapter 21 Copy Protection Management 459
29. Chapter 22 Signaling 479
30. Chapter 23 Lock-In Management 515
31. Part E The “Illegal” Information Market: Piracy
32. Chapter 24 Possible Causes of Piracy 537
33. Chapter 25 Economic Consequences of Piracy 549
34. Chapter 26 Strategic Starting Points for Dealing with Piracy 563
35. Glossary 577
36. Index of Names 591
37. Subject Index 609