An economic analysis of online advertising using behavioral targeting
Year of publication: |
2014
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Authors: | Chen, Jianqing ; Stallaert, Jan |
Published in: |
Management information systems : mis quarterly. - Minneapolis, MN : Carlson School of Management, University of Minnesota, ISSN 0276-7783, ZDB-ID 405089-7. - Vol. 38.2014, 2, p. 429-449
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Subject: | Behavioral targeting | targeted advertising | online advertising | pricing | competition | auctions | analytical modeling | economic modeling | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Zielgruppe | Target group | Auktionstheorie | Auction theory | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Preismanagement | Pricing strategy |
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