Modeling indirect effects of paid search advertising : which keywords lead to more future visits?
Year of publication: |
2011
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Authors: | Rutz, Oliver J. ; Trusov, Michael ; Bucklin, Randolph E. |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 30.2011, 4, p. 646-665
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Subject: | Online-Handel | Online retailing | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Werbewirkung | Advertising effects | Kfz-Industrie | Automotive industry | USA | United States |
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