Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising
Published Online:30 Aug 2017https://doi.org/10.1287/mksc.2017.1053
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Volume 36, Issue 6
November-December 2017
Pages 813-1017, iii
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- Received:August 18, 2014
- Accepted:December 19, 2016
- Published Online:August 30, 2017
Copyright © 2017, INFORMS
Cite as
Shijie Lu, Sha Yang (2017) Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising. Marketing Science 36(6):976-998.
https://doi.org/10.1287/mksc.2017.1053
Keywords
