Double marginalization in performance-based advertising: Implications and solutions

Management Science

Volumn 58, Issue 6, 2012, Pages 1178-1195

  Dellarocas, Chrysanthos ^a  

^a BOSTON UNIVERSITY   (United States)

Author keywords

Advertising; Digital marketing; Electronic commerce; Electronic markets and auctions; Information systems; Keyword auctions; Sponsored search

Indexed keywords

CONSUMER SURPLUS; CURRENT TRENDS; DIGITAL MARKETING; ELECTRONIC MARKET; EQUILIBRIUM PRICING; EXPECTED PROFITS; KEYWORD AUCTIONS; MARGINALIZATION; MICROSOFT; PRICING MODELS; SIDE EFFECT; SOCIAL WELFARE; SPONSORED SEARCHES;

COSTS; ECONOMICS; ELECTRONIC COMMERCE; INFORMATION SYSTEMS; INTERNET; PROFITABILITY;

MARKETING;

EID: 84862679340     PISSN: 00251909     EISSN: 15265501     Source Type: Journal    
DOI: 10.1287/mnsc.1110.1474     Document Type: Article

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