The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value
Emanuel Bayer, Shuba Srinivasan, Edward J. Riedl, Bernd Skiera
| Year of publication: |
2020
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|---|---|
| Authors: | Bayer, Emanuel ; Srinivasan, Shuba ; Riedl, Edward J. ; Skiera, Bernd |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 37.2020, 4, p. 789-804
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| Subject: | Advertising | Display advertising | Firm value | Offline advertising | Paid search advertising | Sales | Werbung | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Unternehmenswert | Suchmaschine | Search engine | Unternehmenserfolg | Firm performance |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2020.02.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494716