語系:
繁體中文
English
說明(常見問題)
回圖書館首頁
手機版館藏查詢
登入
回首頁
到查詢結果
[ author_sort:"hoban, paul r." ]
切換:
標籤
|
MARC模式
|
ISBD
Advertising, Promotion, and Reviews:...
~
Hoban, Paul R.
FindBook
Google Book
Amazon
博客來
Advertising, Promotion, and Reviews: Three Models to Better Understand Internet Marketing.
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Advertising, Promotion, and Reviews: Three Models to Better Understand Internet Marketing./
作者:
Hoban, Paul R.
面頁冊數:
155 p.
附註:
Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.
Contained By:
Dissertation Abstracts International75-09A(E).
標題:
Marketing. -
電子資源:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3623085
ISBN:
9781303953255
Advertising, Promotion, and Reviews: Three Models to Better Understand Internet Marketing.
Hoban, Paul R.
Advertising, Promotion, and Reviews: Three Models to Better Understand Internet Marketing.
- 155 p.
Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.
Thesis (Ph.D.)--University of California, Los Angeles, 2014.
This item must not be sold to any third party vendors.
I present three essays on online advertising and promotion effectiveness, focusing on how firms make decisions, and how consumer response can be more accurately measured. In the first chapter, I present a cost effective method for measuring online display advertising's impact, net of biases stemming from individual targeting and browsing behavior. I find that the recommended approach can produce dramatically different results from standard correlational measures, and that consumer responses vary greatly with their existing relationship with the firm. In the second two chapters, I examine online daily deals, both in terms of how firms make decisi ons, and how these promotions impact online reviews. The results indicate that these offers have strong, negative, and temporary effects on a firm's reputation, while offering a significant increase in traffic. Further, firms trade-off between these two when deciding whether or not to offer a daily deal.
ISBN: 9781303953255Subjects--Topical Terms:
536353
Marketing.
Advertising, Promotion, and Reviews: Three Models to Better Understand Internet Marketing.
LDR
:01974nmm a2200301 4500
001
2061053
005
20150918092539.5
008
170521s2014 ||||||||||||||||| ||eng d
020
$a
9781303953255
035
$a
(MiAaPQ)AAI3623085
035
$a
AAI3623085
040
$a
MiAaPQ
$c
MiAaPQ
100
1
$a
Hoban, Paul R.
$3
3175277
245
1 0
$a
Advertising, Promotion, and Reviews: Three Models to Better Understand Internet Marketing.
300
$a
155 p.
500
$a
Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.
500
$a
Advisers: Randolph E. Bucklin; Sanjog R. Misra.
502
$a
Thesis (Ph.D.)--University of California, Los Angeles, 2014.
506
$a
This item must not be sold to any third party vendors.
520
$a
I present three essays on online advertising and promotion effectiveness, focusing on how firms make decisions, and how consumer response can be more accurately measured. In the first chapter, I present a cost effective method for measuring online display advertising's impact, net of biases stemming from individual targeting and browsing behavior. I find that the recommended approach can produce dramatically different results from standard correlational measures, and that consumer responses vary greatly with their existing relationship with the firm. In the second two chapters, I examine online daily deals, both in terms of how firms make decisi ons, and how these promotions impact online reviews. The results indicate that these offers have strong, negative, and temporary effects on a firm's reputation, while offering a significant increase in traffic. Further, firms trade-off between these two when deciding whether or not to offer a daily deal.
590
$a
School code: 0031.
650
4
$a
Marketing.
$3
536353
650
4
$a
Statistics.
$3
517247
650
4
$a
Web studies.
$3
2122754
690
$a
0338
690
$a
0463
690
$a
0646
710
2
$a
University of California, Los Angeles.
$b
Management (MS/PHD) 0535.
$3
2093752
773
0
$t
Dissertation Abstracts International
$g
75-09A(E).
790
$a
0031
791
$a
Ph.D.
792
$a
2014
793
$a
English
856
4 0
$u
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3623085
筆 0 讀者評論
館藏地:
全部
電子資源
出版年:
卷號:
館藏
1 筆 • 頁數 1 •
1
條碼號
典藏地名稱
館藏流通類別
資料類型
索書號
使用類型
借閱狀態
預約狀態
備註欄
附件
W9293711
電子資源
11.線上閱覽_V
電子書
EB
一般使用(Normal)
在架
0
1 筆 • 頁數 1 •
1
多媒體
評論
新增評論
分享你的心得
Export
取書館
處理中
...
變更密碼
登入