Measuring the lifetime value of customers acquired from Google search advertising

Marketing Science

Volumn 30, Issue 5, 2011, Pages 837-850

  Chan, Tat Y ^a   Wu, Chunhua ^a   Xie, Ying ^a  

^a WASHINGTON UNIVERSITY IN ST LOUIS   (United States)

Author keywords

Customer acquisition; Customer lifetime value; Multiple channel shopping; Sponsored search advertising

Indexed keywords

EID: 80053975011     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1110.0658     Document Type: Article

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