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| Author: | Chatterjee, P. Hoffman, D. L. Novak, T. P. |
| Title: | Modeling the clickstream : implications for web-based advertising efforts |
| Journal: | Marketing Science
2003 : VOL 22:4, p. 520-541 |
| Index terms: | ADVERTISING RESEARCH CONSUMER BEHAVIOUR INTERNET MEDIA RESEARCH |
| Language: | eng |
| Abstract: | In this article the author´s develop an analytical approach to modeling consumer response. In results is dynamic ad placement implications for online advertising response. The aim of these implications is to provide and help guide adversiting media placement decisions. |
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