Sponsored Search Auctions : Research Opportunities in Marketing
List Price: $55.00
Publisher: Now Publishers
Binding: Trade Paper
Size: 6.14" wide x 9.21" long x 0.14" tall
The sponsored search auction is a newly developed auction practice where advertisers bid for premium spots on the search results page of an Internet search engine. This new form of advertising can create high levels of brand awareness among Internet users. Further, sponsored search advertising can boost sales for retailers, especially in online channels. Hence sponsored search advertising is a powerful tool for generating online traffic. Sponsored Search Auctions reviews current academic research on this nascent topic with a focus on future practical and research opportunities. Sponsored Search Auctions is organized according to the different agents involved with sponsored search auctions: More...
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