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 |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Inventory number | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 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 |
