[图书][B] Innovación y marketing de servicios en la era digital

DV Morales - 2014 - books.google.com
¿ Cómo pueden las empresas innovar y aprovechar las oportunidades de negocio que abre
la era digital? Los cambios que generan los avances tecnológicos, especialmente la …

Examining the impact of ranking on consumer behavior and search engine revenue

A Ghose, PG Ipeirotis, B Li - Management Science, 2014 - pubsonline.informs.org
In this paper, we study the effects of three different kinds of search engine rankings on
consumer behavior and search engine revenues: direct ranking effect, interaction effect …

An empirical analysis of search engine advertising: Sponsored search in electronic markets

A Ghose, S Yang - Management science, 2009 - pubsonline.informs.org
The phenomenon of sponsored search advertising—where advertisers pay a fee to Internet
search engines to be displayed alongside organic (nonsponsored) Web search results—is …

Analyzing the relationship between organic and sponsored search advertising: Positive, negative, or zero interdependence?

S Yang, A Ghose - Marketing science, 2010 - pubsonline.informs.org
The phenomenon of paid search advertising has now become the most predominant form of
online advertising in the marketing world. However, we have little understanding of the …

The role of search engine optimization in search marketing

R Berman, Z Katona - Marketing Science, 2013 - pubsonline.informs.org
This paper examines the impact of search engine optimization (SEO) on the competition
between advertisers for organic and sponsored search results. The results show that a …

Keyword selection strategies in search engine optimization: how relevant is relevance?

M Nagpal, JA Petersen - Journal of retailing, 2021 - Elsevier
We build an empirical framework using search queries and organic click data which
provides model-based guidance to SEO practitioners for keyword selection and web content …

Click here for Internet insight: Advances in clickstream data analysis in marketing

RE Bucklin, C Sismeiro - Journal of Interactive marketing, 2009 - journals.sagepub.com
Clickstream data are defined as the electronic record of Internet usage collected by Web
servers or third-party services. The authors discuss the nature of clickstream data, noting key …

A dynamic model of sponsored search advertising

S Yao, CF Mela - Marketing Science, 2011 - pubsonline.informs.org
Sponsored search advertising is ascendant—Forrester Research reports expenditures rose
28% in 2007 to 8.1billionandwillcontinuetoriseata26 …

[图书][B] Review of marketing research

NK Malhotra - 2004 - books.google.com
The Review of Marketing Research annual series provides current, state-of-the-art articles
by the marketing field's leading researchers and academicians. In contrast to other research …

Click fraud

KC Wilbur, Y Zhu - Marketing Science, 2009 - pubsonline.informs.org
Click fraud is the practice of deceptively clicking on search ads with the intention of either
increasing third-party website revenues or exhausting an advertiser's budget. Search …