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Should Companies Bid on Their Own Brand in Sponsored Search?

Tobias Blask, Burkhardt Funk, Reinhard Schulte. Should Companies Bid on Their Own Brand in Sponsored Search?. In David A. Marca, Boris Shishkov, Marten van Sinderen, editors, ICE-B 2011 - Proceedings of the International Conference on e-Business, Seville, Spain, 18-21 July, 2011, ICE-B is part of ICETE - The International Joint Conference on e-Business and Telecommunications. pages 14-21, SciTePress, 2011.

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