Understanding the efficiency of keywords in search engine marketing : a comparison study using data envelopment analysis
Pingjun Jiang
| Year of publication: |
2018
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|---|---|
| Authors: | Jiang, Pingjun |
| Published in: |
International journal of electronic business. - Olney, Bucks. : Inderscience Publ., ISSN 1470-6067, ZDB-ID 2106327-8. - Vol. 14.2018, 3, p. 273-292
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| Subject: | search engine marketing | SEM | internet marketing | online retailing | online advertising | pay per click | apparel retailing | keyword efficiency | keyword quality score | data envelopment analysis | DEA | online sales and cost model | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Data-Envelopment-Analyse | Data envelopment analysis | Suchmaschine | Search engine | Electronic Commerce | E-commerce | Internet |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJEB.2018.095980 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011989711