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The company that you keep : when to buy a competitor's keyword
Desai, Preyas S.; Shin, Woochoel; Staelin, Richard - In: Marketing science : the marketing journal of the … 33 (2014) 4, pp. 485-508
Persistent link: https://www.econbiz.de/10010402545
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Competitive poaching in sponsored search advertising and its strategic impact on traditional advertising
Sayedi, Amin; Jerath, Kinshuk; Srinivasan, Kannan - In: Marketing science : the marketing journal of the … 33 (2014) 4, pp. 586-608
Persistent link: https://www.econbiz.de/10010403244
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Application of regulatory focus theory to search advertising
Mowle, Elyse N.; Georgia, Emily J.; Doss, Brian D.; … - In: The journal of consumer marketing 31 (2014) 6/7, pp. 494-502
Persistent link: https://www.econbiz.de/10010459751
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Keyword search advertising and first-page bid estimates : a strategic analysis
Amaldoss, Wilfred; Desai, Preyas S.; Shin, Woochoel - In: Management science : journal of the Institute for … 61 (2015) 3, pp. 507-519
Persistent link: https://www.econbiz.de/10010505845
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Driving online and offline sales : the cross-channel effects of traditional, online display, and paid search advertising
Dinner, Isaac M.; Heerde, Harald J. van; Neslin, Scott A. - In: Journal of marketing research : JMR 51 (2014) 5, pp. 527-545
Persistent link: https://www.econbiz.de/10010489719
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Multichannel advertising : does print advertising affect search engine advertising?
Olbrich, Rainer; Schultz, Carsten D. - In: European journal of marketing : EJM 48 (2014) 9/10, pp. 1731-1756
Persistent link: https://www.econbiz.de/10010429764
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An experimental examination of factors affecting click-through of keyword search ads
Yoo, Chan Yun - In: Journal of current issues and research in advertising : … 33 (2012) 1, pp. 56-78
Persistent link: https://www.econbiz.de/10009671502
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Bidding of the buying funnel for sponsored search and keyword advertising
Jansen, Bernard J. - In: Journal of electronic commerce research : JECR 12 (2011) 1, pp. 1-18
Persistent link: https://www.econbiz.de/10009295582
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Measuring the lifetime value of customers acquired from Google Search advertising
Chan, Tat Y.; Wu, Chunhua; Xie, Ying - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 837-850
Persistent link: https://www.econbiz.de/10009384013
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Zooming in on paid search ads : a consumer-level model calibrated on aggregated data
Rutz, Oliver J.; Trusov, Michael - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 789-800
Persistent link: https://www.econbiz.de/10009384017