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Current Search:
'Marketing' in all fields;
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Displaying Results 1 - 25 of 259 on page 1 of 11
Marked
Mark
The internet as a relationship marketing tool - some evidence from Irish companies
(1999)
Geiger, Susi; Martin, Shane
The internet as a relationship marketing tool - some evidence from Irish companies
(1999)
Geiger, Susi; Martin, Shane
Abstract:
This article explores the strategies underlying the use of the internet as a marketing tool by Irish businesses. Three different approaches to internet Marketing are described: the ornamental, the informational and the relational. It is shown that, theoretically, the internet offers a unique opportunity for marketers to build up and maintain relationships with their clients. However, data collected through a mail survey and a content analysis of web sites reveal that currently the most frequent use of the internet by Irish companies still follows an ornamental or, at most, informational pattern. The authors discuss whether this discrepancy between internet potential and practice is due to the social basis of market relationships or whether it can be seen as evidence that the adaptation of a new marketing tool follows an incremental pattern.
http://doras.dcu.ie/14875/
Marked
Mark
Reconsidering the Management of Marketing
(1996)
Murray, John; O'Driscoll, Aidan
Reconsidering the Management of Marketing
(1996)
Murray, John; O'Driscoll, Aidan
Abstract:
<p>The pace and extent of change in marketing landscape over the past decade has left many questioning the worth of marketing and its tenets. For many marketing educators it is a period of doubt and self-searching about the efficacy and role of the discipline. Yet empirical evidence reveals firms that have not only coped with these changing circumstances but have also found new and imaginative ways of winning competitive advantage. Marketing practice is adopting novel shapes and modes. In the field of management in general, new approaches to understanding and running organisations are being considered. One way of comprehending an organisation is to "unbundle" it into the key processes and activities that enable it to succeed. A number of such constituent processes are essentially about marketing and strongly dependant on marketing knowledge and competence. To add such a process-based view of marketing to more traditional perspectives, and to consider marketing in ter...
http://arrow.dit.ie/buschmarart/24
Marked
Mark
The Use of Relationship Marketing in Developing Network and Co-operative links within Tourism Product Marketing Groups (PMG’s
(2006)
Gorman, Catherine
The Use of Relationship Marketing in Developing Network and Co-operative links within Tourism Product Marketing Groups (PMG’s
(2006)
Gorman, Catherine
Abstract:
Co-operative marketing groups are common in tourism, particularly in the case of destination marketing. Destination tourism marketing groups offer a diverse range of tourism products and experiences which complement each other and are delineated by a specific geographical parameter. Tourism product marketing groups offer similar tourism products or services and through a co-operative approach focus on an identified target markets. Co-operative marketing can make greater impact in terms of market presence and can be more cost effective. Members need to see the value in their membership in order to remain involved. Many tourism product providers are SMTE’s (Small and Medium Tourism Enterprises) and as tourism is recognised as a fragmented business, peripherality may play a role in isolating some providers. Co-operative marketing and evolving relationships can help to create a common group identity and a sense of belonging. Socio cultural issues, evaluation of product vision...
http://arrow.dit.ie/tfschhmtbook/14
Marked
Mark
Messianic Eschatology – some Redemptive Reflection on Marketing and the Benefits of a Process Approach
(1997)
Murray, John; O'Driscoll, Aidan
Messianic Eschatology – some Redemptive Reflection on Marketing and the Benefits of a Process Approach
(1997)
Murray, John; O'Driscoll, Aidan
Abstract:
<p>States that a Messianic view of eschatology is one that directs its hopes to a salvatory or vindicating figure, event or philosophy. In applying the eschatology metaphor to marketing, makes the case that, despite apocalyptic forebodings about its shortcomings, marketing’s salvatory prospects are much improved by the adoption of some new concepts and practices. Suggests that it is now productive to add a strongly process-based view of marketing to more traditional perspectives. Comprehending marketing in terms of four core processes - a marketing strategy process, a marketing management process, an order generation, fulfilment and service process, and a new product development process - facilitates a redemptive reconceptualization of marketing activity.</p>
http://arrow.dit.ie/buschgraart/2
Marked
Mark
Exploring Paradox in Marketing Strategy: Managing Ambiguity Towards Synthesis
(2008)
O'Driscoll, Aidan
Exploring Paradox in Marketing Strategy: Managing Ambiguity Towards Synthesis
(2008)
O'Driscoll, Aidan
Abstract:
<p>The objective of this paper is to explain a conceptual framework of paradox and marketing. The paper adopts a theoretical approach. It outlines marketing’s current and limited interest in the notion of paradox and highlights the difference between a classic paradox, the tension between transactional and relational marketing, and the Contemporary Marketing Practice (CMP) research program. A future research agenda for paradox and marketing is speculated on, addressing issues such as likely domains for exploration, methodology, as well as the type of organizational structures and marketing leadership required. Finally, there is reflection on how paradox engineers a strong bridge between theory and practice.</p>
http://arrow.dit.ie/buschmarart/60
Marked
Mark
The Changing Nature of Theory and Practice in Marketing: on the Value of Synchrony
(1998)
O'Driscoll, Aidan; Murray, John A
The Changing Nature of Theory and Practice in Marketing: on the Value of Synchrony
(1998)
O'Driscoll, Aidan; Murray, John A
Abstract:
<p>Any academic discipline with a closely associated area of professional endeavour is profoundly affected by the relationship between its theory and practice. Synchrony in theory and practice adds value to the management of enterprise and to the advance of the discipline. Mindful of this assertion, this article explores the changing nature of theory and practice in marketing. It examines current trends in marketing practice which are occurring as a result of change in markets, technology and organisations. It assesses the state of theory in six subfields of marketing. It also considers developments in closely related management disciplines as well as in a number of cognate fields. The authors suggest there is considerable asynchrony at the moment and that this is, in general, bad for both theorist and practitioner: doldrums in the marketing academy and the threatened end of the marketing department in business. To restore greater synchrony with practice, it is argued that ma...
http://arrow.dit.ie/buschmarart/62
Marked
Mark
Reflection on Contemporary Issues in Relationship Marketing: Evidence from a Longitudinal Case Study in the Building Materials Industry
(2006)
O'Driscoll, Aidan
Reflection on Contemporary Issues in Relationship Marketing: Evidence from a Longitudinal Case Study in the Building Materials Industry
(2006)
O'Driscoll, Aidan
Abstract:
<p>This article examines a number of issues in relationship marketing through the perspective of the competence based view of the firm. It draws on data from a 53-year case history of a firm in the Irish building materials industry. Relationship marketing emerges from this data as a significant market-related competence helping the firm to enjoy a preeminent position in the marketplace over five decades. Discussion focuses on the dynamic nature of relationship marketing in the company − how the intent, thrust and characteristics of relationship marketing evolved over 53 years and five eras of the firm’s history. In this context, customer loyalty is observed to have an enduring and at times idiosyncratic character. Further, relationship marketing is found to be enmeshed in other competences and capabilities of the firm, and to have an important tacit dimension. Finally, aspects of best practice in the firm are considered in the light of contemporary conceptualisation about rel...
http://arrow.dit.ie/buschmarart/61
Marked
Mark
It's not what you make, it's the way that you say it: Reflections on the Design-marketing Interface
(1998)
O'Sullivan, Paul
It's not what you make, it's the way that you say it: Reflections on the Design-marketing Interface
(1998)
O'Sullivan, Paul
Abstract:
<p>Good design is a cornerstone of marketing. Design is an important variable in every aspect of marketing activities- products, processes, packaging and communications. Yet this topic attracts little attention in the marketing literature and there is, one suspects, very little cross-fertilisation between marketing and design disciplines. This paper puts design on the agenda for both marketing academics and practitioners as well as providing a review of what is embraced within the broad subject of design. Some observations on the history and role of design in an Irish context are offered also.</p>
http://arrow.dit.ie/buschmarart/19
Marked
Mark
Law Enforcement Marketing: Perceptions of a Police Force
(1987)
Bohan, Peter
Law Enforcement Marketing: Perceptions of a Police Force
(1987)
Bohan, Peter
Abstract:
<p>This article examines the role and applicability of marketing in a public service organisation. It is argued that the changing external environment now facing many police agencies requires them to develop a marketing orientation if they are to continue to be effective. Obstacles to achieving this as well as the key factors that impinge on the public "image" of the police force are discussed. The authors then focus on a major study of the Dublin population's perception of its police force, the Garda Siochana, over a wide range of concerns. The research indicates that in general the Irish police force enjoys a markedly positive image. However, a level of dissatisfactin is identified over certain issues and among certain segments of the population, especially youth. The adoption of the marketing concept and of a bilateral community orientated approach to policing is recommended. This involves encouraging active police involvement in community activities, devel...
http://arrow.dit.ie/buschmarart/18
Marked
Mark
Culture in Services Marketing
(2006)
Mitchell, Malcolm, (Thesis)
Culture in Services Marketing
(2006)
Mitchell, Malcolm, (Thesis)
Abstract:
<p>This research features both theoretical and empirical work underlining the potential value of marketing to contribute to commercial performance. The theory draws from those authors who have been predominant in promoting the concept of a market orientation as an antecedent to organisational success. The marketing culture paradigm is introduced and developed to specifically consider the area of services marketing. The empirical investigation concludes that there is an acknowledged appreciation of the value of a market oriented culture, particularly at senior levels of organisation, and that a market-oriented culture can be said to be associated with market shareholding and to a lesser extent business type. However there is variation as to what aspects of marketing are valued in service companies. While there are a number of broadly based, customer-oriented metrics by which a market culture might be identified, as a mechanism for strategic competitive advantage, a market-orien...
http://arrow.dit.ie/busdoc/2
Marked
Mark
Developing Marketing Competence and Managing in Networks: a Strategic Approach
(2000)
O'Driscoll, Aidan; Carson, David; Gilmore, Audrey
Developing Marketing Competence and Managing in Networks: a Strategic Approach
(2000)
O'Driscoll, Aidan; Carson, David; Gilmore, Audrey
Abstract:
<p>Two important domains of scholarly investigation over the last decade, competency development and networks, share important common ground. These domains are also comprehended gainfully in terms of their wider strategic underpinning. This paper first contends that competence is considered best in terms of the particular strategy–structure–shared values constellation of a firm. This enables competence, including marketing competence, to be understood in terms of competency deepening (within the conventional marketing function), broadening (marketing activity which must be shared and co-managed with other parts of the firm), and of partnering (essentially, the ability to manage alliances, networks and relationships between the firm and other parties). It then explores this ‘partnering’ competence in more depth. To manage and develop networks involves nurturing expertise that has a strong marketing focus. On a tactical level, there is the ability to manage relationships and tr...
http://arrow.dit.ie/buschgraart/5
Marked
Mark
Discovering Diversity in Marketing Practice
(2002)
Murray, John; O'Driscoll, Aidan; Torres, Ann
Discovering Diversity in Marketing Practice
(2002)
Murray, John; O'Driscoll, Aidan; Torres, Ann
Abstract:
<p>Marketing practice varies among firms. However, the prescriptive literature emphasises a universal view of practice, a “one-size-fits-all” view. This paper addresses the issue of explaining diversity in competitive space and over time. Diversity in competitive space reflects the existence of different routes to high performance. Diversity over time reflects some combination of change in the individual firm and change in a population of firms. In the former case, diversity is shaped by organisational change; in the latter by the disbandment and founding of firms in the population. Miles and Snow’s typology is taken as a main point of departure in the search for explanation, and ecological and evolutionary concepts are also drawn upon. The paper starts by examining the discussion of diversity in the literature of strategic management and organisation theory, and then finds evidence of an emerging interest in diversity in the domain of marketing. Based on a number of cross-sec...
http://arrow.dit.ie/buschgraart/3
Marked
Mark
the Role of Commitment in Relationship Marketing in Consumer Services - an Airline Perspective
(2002)
Cooper, Ceara, (Thesis)
the Role of Commitment in Relationship Marketing in Consumer Services - an Airline Perspective
(2002)
Cooper, Ceara, (Thesis)
Abstract:
<p>This study proposes a relationship marketing model, which identifies the antecedents of commitment in the context of consumer services. The literature review initially considers relationship marketing (RM) and the concept of commitment from the context of the marketing and social psychology literature. Commitment is a key element of RM. If parties to a relationship are not committed, the relationship risks dissolution. In this study, commitment is conceptualised as having two distinct dimension i.e. affective and calculative commitment. Affective commitment represents a positive motivation for relationship continuance, whereas calculative commitment represents a negative motivation. Many studies consider commitment to be a unidimensional, global construct. However, using a global measure of commitment without considering the differing motivations could lead to problems in understanding why relationships are maintained. The proposed relationship marketing model identifies th...
http://arrow.dit.ie/busmas/2
Marked
Mark
The function of marketing research in the distributive system
(1948)
Holmes, Denis
The function of marketing research in the distributive system
(1948)
Holmes, Denis
Abstract:
Marketing research may be said to perform the same function in the economic system as the reconnaissance patrol performs in military manoeuvres. Its main purpose is to discover, as far in advance as possible, what are the intentions and probable future actions of "the enemy", who is, in this case, the general public. Our main concern is with the usages of commercial marketing research; but the possibilities of employing the methods described for the solution of other economic and social problems will be apparent. Marketing research is still very largely in the pioneering stage, and it is not possible as yet to forecast where its boundaries will be drawn.
http://hdl.handle.net/2262/5599
Marked
Mark
Food marketing in Irish schools
(2010)
Kelly, Colette; Clerkin, Pauline; Nic Gabhainn, Saoirse
Food marketing in Irish schools
(2010)
Kelly, Colette; Clerkin, Pauline; Nic Gabhainn, Saoirse
Abstract:
Purpose - Schools are thought to represent a growing marketing opportunity for food advertisers in many countries. Marketing of unhealthy food to children is linked to the increased prevalence of obesity worldwide. This paper aims to explore ways in which schools respond to commercial activity around food marketing. Design/methodology/approach - A census survey in the Republic of Ireland was employed to investigate the extent of commercial activity in post-primary schools in Ireland, with a focus on food marketing. School policies related to commercialism and promoting healthy living to children and respondents' attitudes to these issues were explored. Findings - Food sales are a prevalent form of commercial activity in schools with 81.4 per cent operating shops or canteens that sell snacks, 44.7 per cent drinks vending machines and 28.0 per cent snack vending machines. A total of 38 per cent of schools reported that they accept for-profit sponsorship and the primary reason...
http://hdl.handle.net/10379/2229
Marked
Mark
Company Turnaround Strategies: a Context for Marketing
(1988)
Wrynn, James; O'Mahony, Timothy
Company Turnaround Strategies: a Context for Marketing
(1988)
Wrynn, James; O'Mahony, Timothy
Abstract:
<p>This article considers the literature on corporate turnaround. It examines the nature of decline as well as the causes and the various indicators of decline. Following this Hofer’s now well-established framework of analysis for the development of a turnaround strategy is described. This analysis falls into two stages: firstly, an assessment of current operational and strategic health of a firm and secondly, a consideration of turnaround options which may incorporate strategic and/or operational change. This model is then assessed in the context of a number of Irish firms in a turnaround situation. Important issues in turnaround strategy, such as management change, financial re-structuring and strategic realignment are addressed. In particular, the role and importance (and indeed, sometimes the unimportance) of marketing in strategic realignment are considered.</p>
http://arrow.dit.ie/buschmarart/32
Marked
Mark
an Examination for the Marketing Strategy of the World Rally Championship
(2004)
O'Connor, Sean, (Thesis)
an Examination for the Marketing Strategy of the World Rally Championship
(2004)
O'Connor, Sean, (Thesis)
Abstract:
<p>In 2000, International Sportsworld Communicators Ltd. (ISC) acquired a ten year exclusive commercial rights agreement for the World Rally Championships. Previously the sport attracted a low level of media exposure. ISC planned to market the WRC with the intention of gaining a top five position as a global sports television brand. The main aim of the present study is to examine the marketing strategy of the WRC by ISC. In particular, this study focuses on the strategies taken to increase the Pan European TV coverage for the WRC. ISC identified television as the priority channel for building audience and the brand. The study is a ‘live case study’ that allowed the researcher to monitor and evaluate the process on site, and on an onging basis over a three-year time frame, 2001-2003. The data was obtained through semi-structured interviews with representatives from 5 different groups, namely ISC Management, Broadcasters, Key Teams, FIA and Event Organisers. Analysis of the inte...
http://arrow.dit.ie/busmas/16
Marked
Mark
Towards Non-prescriptive Issues: a Teaching Framework for Selecting Marketing Dissertation Topics
(2006)
Horan, Conor
Towards Non-prescriptive Issues: a Teaching Framework for Selecting Marketing Dissertation Topics
(2006)
Horan, Conor
Abstract:
<p>There is a significant absence in academic literature, textbooks and practical teaching tools for advising or guiding student learning, in a practical non-prescriptive manner, toward topic selection and development. Prescriptive or rational approaches, taken by many research methods textbooks, are not adequate or sufficient when teaching this important first stage in the research process. Non-prescriptive approaches describing manageable steps should be researched more to fill this pedagogic gap. This paper attempts to promote academic discussion on a pedagogic gap that is broadly overlooked, and to examine how marketing and business academics can better instruct dissertation students in the area of dissertation topic selection. At the end of this paper a teaching framework for dissertation topic selection is presented.</p>
http://arrow.dit.ie/buschmarcon/1
Marked
Mark
A Film Marketing Action Plan (FMAP) for Film Induced Tourism Destinations
(2010)
O'Connor, Noelle, (Thesis)
A Film Marketing Action Plan (FMAP) for Film Induced Tourism Destinations
(2010)
O'Connor, Noelle, (Thesis)
Abstract:
<p>This research study examines the impact of film induced tourism and destination branding on locations featured in popular films and television series. It also investigates the characteristics of film induced tourism and determines if the key film and tourism stakeholders support the integration of film into Yorkshire’s (UK) tourism product. Yorkshire was selected as the case study area, as it has been the film location for many popular television series and is the subject of much location research within the tourism discipline. The need for a thorough investigation into the film induced tourism phenomenon was particularly evident from the literature review undertaken, as it showed that there was a significant research gap in the successful integration of this phenomenon and destination marketing. In response to this gap, a two phased approach was adopted; the first involved a tourist survey regarding the film induced tourist, while the second phase consisted of strategic co...
http://arrow.dit.ie/tourdoc/17
Marked
Mark
Justifying institutional investment in OER development: OERs as marketing vehicle
(2010)
Lynn, Theo; Muzellec, Laurent; Bruton, Neil
Justifying institutional investment in OER development: OERs as marketing vehicle
(2010)
Lynn, Theo; Muzellec, Laurent; Bruton, Neil
Abstract:
The higher education sector has become increasingly competitive and prospective students are adopting a consumerist approach to institution and programme choice. In response, higher education marketing has become more complex, market-oriented and business-like. Financial sustainability of open education resource (OER) projects is a widespread concern. This paper explores the extent to which a classical product placement framework can be applied to OERs to justify institutional funding in OER projects as a marketing investment. It is argued that OERs designed on this premise can increase cognitive, affective and conative brand outcomes while providing the traditional educational and societal benefits associated with OERs. A series of propositions are presented that may form the basis of a future research agenda.
http://doras.dcu.ie/15995/
Marked
Mark
Biking, Buying and Belonging: An Exploration of how an Irish Subculture of Consumption’s Socialisation Process Equips its Members to Critically Filter Marketing Messages
(2005)
Sherlock, Roger; Weller, Geoffrey
Biking, Buying and Belonging: An Exploration of how an Irish Subculture of Consumption’s Socialisation Process Equips its Members to Critically Filter Marketing Messages
(2005)
Sherlock, Roger; Weller, Geoffrey
Abstract:
<p>This paper identifies how members of an Irish biker subculture of consumption critically decode marketing messages, brands and products using a subcultural filter (peculiar to the subculture) learnt through localised socialisation. This critical filter develops through prolonged subcultural immersion and is influenced by the word-ofmouth purchase advice and product judgement of other members of the subculture of consumption; with a parallel between its development and use, and the development of the subcultural identity, from experimentation, to identification and conformity, to mastery and internalisation of both filter and identity (Schouten and McAlexander, 1995). It is internally utilised by the members to allow them to achieve a personally harmonious and socially acceptable subcultural identity at a local group level. The findings suggest that marketers’ attempts to encode their offerings with appropriate symbolic meanings and messages are distorted due to the decoding...
http://arrow.dit.ie/buschmarcon/46
Marked
Mark
How do Organisations Engage in Marketing Strategy Making? A Problemistic Search Perspective
(2012)
Browne, Sarah; Lawlor, Katrina; Sharkey Scott, Pamela; Cuddihy, Laura
How do Organisations Engage in Marketing Strategy Making? A Problemistic Search Perspective
(2012)
Browne, Sarah; Lawlor, Katrina; Sharkey Scott, Pamela; Cuddihy, Laura
Abstract:
<p>Despite the importance of marketing strategy making (MSM) we understand little of how strategy making actually occurs within organisations. Departing from the common focus - on the tools and techniques of strategy– we apply a strategy as practice (SAP) lens to our exploration of MSM. We adopt a problemistic search perspective and utilise an in-depth case study to explore individual’s interactions in developing strategic marketing initiatives. We uncover a three-stage pattern in solution search within MSM; identification of the problem situation and postponing response, to problem recognition and acceptance, to a collective problem solving stage, which we label pre implementation consultation. The paper’s main contribution is the development of an initial framework placing a pre-implementation phase between formal and emergent strategy, providing a dynamic theory of MSM.</p>
http://arrow.dit.ie/buschgracon/8
Marked
Mark
Are marketers prepared for the implementation of Radio Frequency Identification (RFID)?
(2006)
Armstrong, Corrie; Winklehofer, Heidi; BRADY, MAIREAD; FELLENZ, MARTIN
Are marketers prepared for the implementation of Radio Frequency Identification (RFID)?
(2006)
Armstrong, Corrie; Winklehofer, Heidi; BRADY, MAIREAD; FELLENZ, MARTIN
Abstract:
peer-reviewed
Based on Ireland’s current reputation as a sophisticated user of ICT in business, research that comprehensively addresses the enablers and barriers to RFID deployment, including the role of particular contextual factors, could be of immense value. The Irish setting could essentially provide a mini-laboratory for future RFID research that could help identify best practices for national and international ICT innovation and deployment. This paper reviews an innovative technology, Radio Frequency Identification Devices (RFID) which could have major impacts on national and international business. A study was undertaken to critically evaluate the readiness of Irish companies for RFID, focusing particularly on the retail industry. This study attempts to explain the reasoning behind the lack of preparedness for what could be a beneficial and transformational technology. The marketing implications of RFID are discussed and suggestions for further research into the implement...
http://hdl.handle.net/2262/2038
Marked
Mark
Some aspects of the marketing of milk in Northern Ireland
(1959)
Armstrong, D. L.
Some aspects of the marketing of milk in Northern Ireland
(1959)
Armstrong, D. L.
Abstract:
Though the milk bottle and the milkman are familiar sights it is doubtful if the general public ever give much thought to the complex organisation which ensures the daily delivery of milk to some 338,000 households in Northern Ireland. And this is only one aspect though a very important one of the milk industry in Northern Ireland. What is the milk industry? Its basis is the production of milk on some 22,000 farms which means that one out of every 64 in the population is a milk producer (cows' milk of course!). A first call on the milk produced is the market for liquid milk for human consumption. The balance is utilised in the manufacture of dairy products in factories of varying size and complexity. In this paper I have attempted to outline the growth of the industry, to describe its present state, to show the part played by the Milk Marketing Board for Northern Ireland and to point to some of the problems which face the industry. The paper thus covers a wide field and is for ...
http://hdl.handle.net/2262/4439
Marked
Mark
Researching Search - A Study into Search Engine Marketing Practices in Ireland
(2008)
Barry, Chris; Charleton, Debbie
Researching Search - A Study into Search Engine Marketing Practices in Ireland
(2008)
Barry, Chris; Charleton, Debbie
Abstract:
Researchers have identified the Web as the searchers first port of call for locating information. Search Engine Marketing (SEM) strategies have been noted as a key area for firms to consider when developing, maintaining and managing their Websites. SEM falls into two categories - ¿Search Engine Optimisation¿ (SEO) and ¿Paid Search¿. To examine how these SEM methods are reflected in practice, and the issues inherent in carrying out SEM effectively, a survey was conducted amongst small to medium enterprises (SMEs) in Ireland. The research reveals that Irish SMEs plan to spend more time and resources on SEM in the future. Most firms utilize an informal SEM strategy, where SEO is perceived to be the more effective technique in driving traffic to a company Website. Respondents cite the use of ¿keywords in title and description tags¿ as the most used SEM technique; while ¿Pay for Placement¿ was found to be the most widely used Paid Search technique. In concurrence with the literature, mea...
http://hdl.handle.net/10379/1506
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