From Generic to Branded: A Model of Spillover in Paid Search Advertising.
| Autor: | Rutz, Oliver J1, Bucklin, Randolph E2 |
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| Zdroj: | Journal of Marketing Research (JMR). Feb2011, Vol. 48 Issue 1, p87-102. 16p. 2 Color Photographs, 8 Charts, 2 Graphs. |
| Databáze: | Business Source Ultimate |
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