Competitive Advertising on Brand Search : Traffic Stealing and Click Quality
Year of publication: |
2020
|
---|---|
Authors: | Simonov, Andrey |
Other Persons: | Hill, Shawndra (contributor) |
Publisher: |
[2020]: [S.l.] : SSRN |
Subject: | Werbung | Advertising | Markenartikel | Brand | Online-Marketing | Internet marketing | Produktqualität | Product quality | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Markenführung | Brand management | Wettbewerb | Competition |
Extent: | 1 Online-Ressource (44 p) |
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Series: | Columbia Business School Research Paper ; No. 18-59 |
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments September 09, 2020 erstellt |
Other identifiers: | 10.2139/ssrn.3204394 [DOI] |
Classification: | M31 - Marketing ; M37 - Advertising ; D44 - Auctions |
Source: | ECONIS - Online Catalogue of the ZBW |
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