An analytical model for comparing the profitability of competing online marketing channels : search engine marketing versus e-commerce marketplace
Year of publication: |
2021
|
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Authors: | Angeloni, Silvia ; Rossi, Claudio |
Published in: |
Journal of marketing theory and practice : JMTP. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1944-7175, ZDB-ID 2070142-1. - Vol. 29.2021, 4, p. 534-549
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Subject: | Online-Marketing | Internet marketing | Vertriebsweg | Distribution channel | Werbewirkung | Advertising effects | Online-Handel | Online retailing | Suchmaschine | Search engine | Webanalyse | Web analytics |
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