Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?

Sha Yang, Anindya Ghose. Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?. Marketing Science, 29(4):602-623, 2010. [doi]

Authors

Sha Yang

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Anindya Ghose

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