IMIST


Understanding sponsored search (notice n° 19961)

000 -LEADER
fixed length control field 01964cam a2200313' 4500
001 - CONTROL NUMBER
control field UNI0001008
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20161124112905.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140918s2011 uk a b 001 eng
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781107011977
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781107628366 (pbk.)
040 ## - CATALOGING SOURCE
Modifying agency IMIST
Description conventions rda
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Description conventions rda
041 1# - LANGUAGE CODE
Language code of text/sound track or separate title eng
050 #4 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF6146.I58
082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.144
Edition number 22
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Jansen, Bernard J.
245 #0 - TITLE STATEMENT
Title Understanding sponsored search
Remainder of title core elements of keyword advertising
Statement of responsibility, etc Jim Jansen.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc Cambridge
-- New York
Name of publisher, distributor, etc Cambridge University Press.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Date of publication, distribution, etc c2011.
300 ## - PHYSICAL DESCRIPTION
Extent xix, 277 pages
Other physical details illustrations
Dimensions 24 cm.
500 ## - GENERAL NOTE
General note "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"--
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet advertising
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet searching
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Keyword searching
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Search engines
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Branding (Marketing)
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Consumer behavior
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        La bibliothèque des Sciences Juridiques, Economiques et de Gestion La bibliothèque des Sciences Juridiques, Economiques et de Gestion   22265   659.144 JAN 0000000021513 11/24/2016 11/24/2016 Livre
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