Understanding the efficiency of keywords in search engine marketing : a comparison study using data envelopment analysis
Year of publication: |
2018
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Authors: | Jiang, Pingjun |
Published in: |
International journal of electronic business. - Olney, Bucks. : Inderscience Publ., ISSN 1470-6067, ZDB-ID 2106327-8. - Vol. 14.2018, 3, p. 273-292
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Subject: | search engine marketing | SEM | internet marketing | online retailing | online advertising | pay per click | apparel retailing | keyword efficiency | keyword quality score | data envelopment analysis | DEA | online sales and cost model | Online-Marketing | Internet marketing | Data-Envelopment-Analyse | Data envelopment analysis | Suchmaschine | Search engine | Online-Handel | Online retailing | Electronic Commerce | E-commerce | Einzelhandel | Retail trade | Internet |
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