Cross channel effects of search engine advertising on brick & mortar retail sales : meta analysis of large scale field experiments on Google.com
Kirthi Kalyanam, John McAteer, Jonathan Marek, James Hodges, Lifeng Lin
| Year of publication: |
March 2018
|
|---|---|
| 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 | Suchmaschine | Search engine | Einzelhandel | Retail trade | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Werbung | Vertriebsweg | Distribution channel | Feldforschung | Field research | Experiment | Konsumentenverhalten | Consumer behaviour | Meta-Analyse | Meta-analysis |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11129-017-9188-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011886112