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Title:

Brand Bidding in Paid Search: Just Cannibalizing or Increasing Profit

Document type:
Konferenzbeitrag
Author(s):
Abou Nabout, Nadia; Skiera, Bernd
Non-TUM Co-author(s):
ja
Cooperation:
national
Intellectual Contribution:
Contribution to Practice
Editor:
Initiative, Wharton Customer Analytics
Book / Congress title:
Innovative Approaches to Measuring Advertising Effectiveness Conference
Congress (additional information):
Philiadelphia
Year:
2013
Month:
Dec
Key publication:
Nein
Peer reviewed:
Ja
International:
Ja
Book review:
Nein
Commissioned:
not commissioned
Professional Journal:
Nein
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