Understanding sponsored search : core elements of keyword advertising /

"This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do...

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Bibliographic Details

Main Author:	Jansen, Bernard J.
Format:	Book
Language:	English
Published:	Cambridge ; New York : Cambridge University Press, [2011]
Subjects:	Internet advertising. Internet searching. Keyword searching. Search engines. Branding (Marketing) Consumer behavior.
Online Access:	Contributor biographical information Table of contents only Publisher description