Modeling indirect effects of paid search advertising : which keywords lead to more future visits?
Oliver J. Rutz; Michael Trusov; Randolph E. Bucklin
| Year of publication: |
2011
|
|---|---|
| Authors: | Rutz, Oliver J. ; Trusov, Michael ; Bucklin, Randolph E. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 30.2011, 4, p. 646-665
|
| Subject: | Online-Handel | Online retailing | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Werbewirkung | Advertising effects | Kfz-Industrie | Automotive industry | USA | United States |
| 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/10009299478