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Understanding sponsored search : core elements of keyword advertising /

"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 cert...

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Main Author: Jansen, Bernard J.
Format: Book
Language: English
Published: Cambridge ; New York : Cambridge University Press, 2011
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