Search engine advertising: Channel substitution when pricing ads to context

Management Science

Volumn 57, Issue 3, 2011, Pages 458-470

  Goldfarb, Avi ^a   Tucker, Catherine ^b  

^a UNIVERSITY OF TORONTO   (Canada)

^b MASSACHUSETTS INSTITUTE OF TECHNOLOGY   (United States)

Author keywords

Advertising and media; Electronic commerce; Information systems; IT policy and management; Search engine advertising

Indexed keywords

ADVERTISING AND MEDIA; IT POLICIES; NATURAL EXPERIMENT; OFFLINE; ONLINE ADVERTISING; SEARCH TERMS; SUBSTITUTION PATTERNS;

ELECTRONIC COMMERCE; INFORMATION MANAGEMENT; INFORMATION RETRIEVAL; INFORMATION SYSTEMS; LAWS AND LEGISLATION; MARKETING;

SEARCH ENGINES;

EID: 79952906201     PISSN: 00251909     EISSN: 15265501     Source Type: Journal    
DOI: 10.1287/mnsc.1100.1287     Document Type: Article

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