"Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead ..."

Oliver J. Rutz, Michael Trusov, Randolph E. Bucklin (2011)

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DOI: 10.1287/MKSC.1110.0635

access: closed

type: Journal Article

metadata version: 2020-05-14

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Oliver J. Rutz, Michael Trusov, Randolph E. Bucklin:
Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits? Mark. Sci. 30(4): 646-665 (2011)

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