Cross channel effects of search engine advertising on brick & mortar retail sales : meta analysis of large scale field experiments on Google.com
Year of publication: |
March 2018
|
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Authors: | Kalyanam, Kirthi ; McAteer, John ; Marek, Jonathan ; Hodges, James ; Lin, Lifeng |
Published in: |
Quantitative marketing and economics : QME. - Dordrecht [u.a.] : Springer Science + Business Media, ISSN 1570-7156, ZDB-ID 2114104-6. - Vol. 16.2018, 1, p. 1-42
|
Subject: | Search engine advertising | Cross channel impact | Field experiments | Bayesian meta analysis | Retail marketing | Advertising | Retail sales | Replication | Einzelhandel | Retail trade | Suchmaschine | Search engine | Werbung | Werbewirkung | Advertising effects | Vertriebsweg | Distribution channel | Online-Marketing | Internet marketing | Feldforschung | Field research |
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