Budget planning for coupled campaigns in sponsored search auctions
Yanwu Yang, Rui Qin, Bernard J. Jansen, Jie Zhang, and Daniel Zeng
| Year of publication: |
2014
|
|---|---|
| Authors: | Yang, Yanwu ; Qin, Rui ; Jansen, Bernard J. ; Zhang, Jie ; Zeng, Daniel |
| Published in: |
International journal of electronic commerce : IJEC. - Philadelphia, Pa. : Routledge, Taylor & Francis Group, ISSN 1086-4415, ZDB-ID 1402660-0. - Vol. 18.2013/14, 3, p. 39-65
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| Subject: | Advertising campaigns | budget planning decision analysis | online advertising | operations research in marketing | optimal control | sponsored search | sponsored search auctions | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Auktionstheorie | Auction theory | Werbeplanung | Advertising planning | Operations Research | Operations research | Werbewirkung | Advertising effects | Werbung | Advertising |