A Dynamic Model of Sponsored Search Advertising

Song Yao
Song Yao
[email protected]
Kellogg School of Management, Northwestern University, Evanston, Illinois 60208
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,
Carl F. Mela
Carl F. Mela
[email protected]
Fuqua School of Business, Duke University, Durham, North Carolina 27708
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Song Yao

[email protected]

Kellogg School of Management, Northwestern University, Evanston, Illinois 60208

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Carl F. Mela

[email protected]

Fuqua School of Business, Duke University, Durham, North Carolina 27708

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Published Online:15 Mar 2011https://doi.org/10.1287/mksc.1100.0626

Supplemental Material

mksc.1100.0626-sm-appendix.pdf (3 MB)

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Volume 30, Issue 3

May-June 2011

Pages 389-564

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Received:March 19, 2009
Accepted:November 19, 2010
Published Online:March 15, 2011

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Song Yao, Carl F. Mela, (2011) A Dynamic Model of Sponsored Search Advertising. Marketing Science 30(3):447-468.

https://doi.org/10.1287/mksc.1100.0626

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