The company that you keep : when to buy a competitor's keyword
Preyas S. Desai; Woochoel Shin; Richard Staelin
| Year of publication: |
2014
|
|---|---|
| Authors: | Desai, Preyas S. ; Shin, Woochoel ; Staelin, Richard |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 33.2014, 4, p. 485-508
|
| Subject: | search advertising | branded keywords | brand advertising | keyword selection | analytical model | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Werbewirkung | Advertising effects | Markenführung | Brand management | Werbung | Advertising | Markenartikel | Brand | Konsumentenverhalten | Consumer 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/10010402545