Understanding Sponsored Search: Core Elements of Keyword Advertising (Record no. 101083)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01087nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20160224151809.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160115b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781107628366 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.144 |
| Item number | JAN |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Jansen, Jim |
| 9 (RLIN) | 654 |
| 245 ## - TITLE STATEMENT | |
| Title | Understanding Sponsored Search: Core Elements of Keyword Advertising |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Cambridge University Press |
| Date of publication, distribution, etc. | 2011 |
| Place of publication, distribution, etc. | Cambridge |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 277p |
| 500 ## - GENERAL NOTE | |
| General note | 1. A context for sponsored search<br/>2. Modeling the process of sponsored search<br/>3. Understanding the potential customers' intent for keyword selection<br/>4. Sending signals to the potential customer with ads<br/>5. Understanding consumer behavior for sponsored search<br/>6. BAM: branding advertising and marketing for sponsored search<br/>7. Sponsored search analytics<br/>8. The serious game of bidding on keywords<br/>9. Bringing it all together in a framework of sponsored search<br/>10. The future of sponsored search |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Branding (Marketing) |
| 9 (RLIN) | 655 |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Internet Advertising |
| 9 (RLIN) | 656 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Call number prefix | 659.144 |
| Call number suffix | JAN |
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