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

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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
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DbLabel: Business Source Ultimate
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PubType: Academic Journal
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  Data: <searchLink fieldCode="JN" term="%22Marketing+Science+%28INFORMS%29%22">Marketing Science (INFORMS)</searchLink>. Nov/Dec2016, Vol. 35 Issue 6, p831-848. 18p. 3 Diagrams, 9 Charts, 2 Graphs.
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=119477082
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      – Type: doi
        Value: 10.1287/mksc.2016.0987
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      – Code: eng
        Text: English
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              Text: Nov/Dec2016
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