Chair of Digital Marketing

Research paper on online lead generation published in Marketing Review St. Gallen

The article appeared in the July 2021 special issue on Conversational Commerce

The article builds on the master's thesis by Kilian Wisskirchen, which was supervised by Simon Stolz (who had the lead), Alexander Hoffmann (Google) and me. Probably the most surprising finding is that there is a multi-billion dollar industry that is largely ignored by researchers. With this article, we hope to provide some initial insights into this overlooked business.

Stolz, Simon / Wisskirchen, Kilian / Schlereth, Christian / Hoffmann, Alexander (2021): Online Lead Generation: Learnings from an Emerging Industry, Marketing Review St. Gallen, Special issue on Conversational Commerce, 2021(4), 32-39.

PrePrint: https://lnkd.in/db3hjQr
Special Issue: https://lnkd.in/dCJdh8p