View in EDS PDF Full Text

Attribution Strategies and Return on Keyword Investment in Paid Search Advertising.

Saved in:
Bibliographic Details
Title: Attribution Strategies and Return on Keyword Investment in Paid Search Advertising.
Authors: Li, Hongshuang (Alice)1, Kannan, P. K.2, Viswanathan, Siva2, Pani, Abhishek3
Source: Marketing Science (INFORMS). Nov/Dec2016, Vol. 35 Issue 6, p831-848. 18p. 3 Diagrams, 9 Charts, 2 Graphs.
Database: Business Source Ultimate
Description
ISSN:07322399
DOI:10.1287/mksc.2016.0987