Librería Samer Atenea
Kálamo Books
Librería Elías (Asturias)
Librería Kolima (Madrid)
Librería Proteo (Málaga)
To date, research into the content marketing implementation process has been patchy at best. Most academic works and best-practice studies focus on relevance and implementation. This is surprising given that the introduction of content marketing, as a complex change management process, presents a significant obstacle for organisations. This Master’s thesis therefore examines the process of implementing content marketing and provides specific recommendations for action. The result of this thesis is a 15-point checklist for C-level executives, which serves as a basis for decision-making. All recommendations are based on a synthesis of the existing literature and expert opinions. As part of this thesis, written interviews were conducted with ten content marketing experts from German-speaking countries.
