Differential effects of keyword selection in search engine advertising on direct and indirect sales
Year of publication: |
2014
|
---|---|
Authors: | Lu, Xianghua ; Zhao, Xia |
Published in: |
Journal of management information systems : JMIS. - Philadelphia, PA : Taylor & Francis Group, LLC, ISSN 0742-1222, ZDB-ID 883127-0. - Vol. 30.2013/14, 4, p. 299-325
|
Subject: | cross-selling | keyword advertising | keywords selection | online advertising | search engines | sponsored search | Suchmaschine | Search engine | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Werbung | Advertising |
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