Bidding for an optimal portfolio of keywords in sponsored search advertising : from generic to branded keywords
Vaishnavi Tunuguntla, Krishanu Rakshit, Preetam Basu
| Year of publication: |
2023
|
|---|---|
| Authors: | Tunuguntla, Vaishnavi ; Rakshit, Krishanu ; Basu, Preetam |
| Published in: |
European journal of operational research : EJOR. - Amsterdam : Elsevier, ISSN 0377-2217, ZDB-ID 243003-4. - Vol. 307.2023, 3 (16.6.), p. 1424-1440
|
| Subject: | Branded search | E-commerce | Generic search | OR in marketing | Sponsored Search advertising | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Markenartikel | Brand | Werbung | Advertising | Electronic Commerce | Werbewirkung | Advertising effects | Auktionstheorie | Auction theory | Konsumentenverhalten | Consumer behaviour | Suchtheorie | Search theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ejor.2022.10.021 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014282999