TY  - JOUR
A1  - Gerstmeier, Eva Charlotte
A1  - Stepanchuk, Tanja
A1  - Skiera, Bernd
T1  - Profitable search engine marketing for financial services
T2  - EFL quarterly : an E-Finance Lab publication
N2  - ON THE INTERNET, SEARCH ENGINES INFLUENCE THE BEHAVIOR OF AN INCREASING PART OF CUSTOMERS. BANKS MAKE USE OF SEARCH ENGINES TO PROMOTE PRODUCTS BY USING KEYWORD AUCTIONS TO PURCHASE A PLACE OF THEIR ADVERTISEMENTS IN THE SPONSORED SEARCH LISTINGS. WE DESCRIBE HOW TO BID IN KEYWORD AUCTIONS AND HOW TO MEASURE THE SUCCESS OF SEARCHENGINE MARKETING.
Y1  - 2007
UR  - http://publikationen.ub.uni-frankfurt.de/frontdoor/index/index/docId/57842
UR  - https://nbn-resolving.org/urn:nbn:de:hebis:30:3-578421
SN  - 1866-1238
VL  - 2007
IS  - 2
SP  - 6
EP  - 8
PB  - E-Finance Lab e.V.
CY  - Frankfurt am Main
ER  -