Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?
| Year of publication: |
2011
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| Authors: | Rutz, Oliver J. ; Trusov, Michael ; Bucklin, Randolph E. |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 30.2011, 4 (23.7.), p. 646-666
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