Differential effects of keyword selection in search engine advertising on direct and indirect sales
Xianghua Lu and Xia Zhao
| 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 | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Handel | Online retailing | Informationsverhalten | Information behaviour |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010378600