MARC Record from Library of Congress

LEADER: 02009nam a22003258a 4500
001 2011010612
003 DLC
005 20110311165200.0
008 110309s2011 enk b 000 0 eng
010 $a 2011010612
020 $a9781107011977
020 $a9781107628366 (pbk.)
040 $aDLC$cDLC
042 $apcc
050 00 $aHF6146.I58$bJ37 2011
082 00 $a659.14/4$222
084 $aCOM021000$2bisacsh
100 1 $aJansen, Bernard J.
245 10 $aUnderstanding sponsored search :$bcore elements of keyword advertising /$cJim Jansen.
260 $aCambridge ;$aNew York :$bCambridge University Press,$c2011.
263 $a1109
300 $ap. cm.
520 $a"This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing, and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations, and with enough detail to lead the interested reader to further inquiry"--$cProvided by publisher.
504 $aIncludes bibliographical references.
650 0 $aInternet advertising.
650 0 $aInternet searching.
650 0 $aKeyword searching.
650 0 $aSearch engines.
650 0 $aBranding (Marketing)
650 0 $aConsumer behavior.