Search advertising : budget allocation across search engines
Mohammad Zia, Ram C. Rao
| Year of publication: |
2019
|
|---|---|
| Authors: | Zia, Mohammad ; Rao, Ram C. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 38.2019, 6, p. 1023-1037
|
| Subject: | search advertising | advertising budgets | differentiation | competitive strategy | auctions | bid jamming | game theory | Suchmaschine | Search engine | Online-Marketing | Internet marketing | Spieltheorie | Game theory | Werbung | Advertising | Auktionstheorie | Auction theory | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2019.1186 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012147195