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Understanding sponsored search : (Record no. 19939)

MARC details
000 -LEADER
fixed length control field 02416nam a22003617a 4500
001 - CONTROL NUMBER
control field sulb0063813
003 - CONTROL NUMBER IDENTIFIER
control field BD-SySUS
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20150128120143.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 110309s2011 enka b 001 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2011010612
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781107011977
International Standard Book Number 9781107628366 (pbk.)
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Transcribing agency DLC
Modifying agency DLC
-- BD-SySUS
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF6146.I58
Item number J37 2011
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.144
Edition number 22
Item number JAU
084 ## - OTHER CLASSIFICATION NUMBER
Classification number COM021000
Number source bisacsh
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Jansen, Bernard J.
9 (RLIN) 10121
245 10 - TITLE STATEMENT
Title Understanding sponsored search :
Remainder of title core elements of keyword advertising /
Statement of responsibility, etc. Jim Jansen.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc. Cambridge ;
-- New York :
Name of publisher, distributor, etc. Cambridge University Press,
Date of publication, distribution, etc. c2011.
300 ## - PHYSICAL DESCRIPTION
Extent xix, 277 p. :
Other physical details ill.
Dimensions 24 cm.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references.
520 ## - SUMMARY, ETC.
Summary, etc. "This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing, and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations, and with enough detail to lead the interested reader to further inquiry"--
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet advertising.
9 (RLIN) 10122
Topical term or geographic name as entry element Internet searching.
9 (RLIN) 10123
Topical term or geographic name as entry element Keyword searching.
9 (RLIN) 10124
Topical term or geographic name as entry element Search engines.
9 (RLIN) 10125
Topical term or geographic name as entry element Branding (Marketing)
9 (RLIN) 10126
Topical term or geographic name as entry element Consumer behavior.
9 (RLIN) 10127
856 42 - ELECTRONIC LOCATION AND ACCESS
Materials specified Contributor biographical information
Uniform Resource Identifier <a href="http://www.loc.gov/catdir/enhancements/fy1110/2011010612-b.html">http://www.loc.gov/catdir/enhancements/fy1110/2011010612-b.html</a>
Materials specified Table of contents only
Uniform Resource Identifier <a href="http://www.loc.gov/catdir/enhancements/fy1110/2011010612-t.html">http://www.loc.gov/catdir/enhancements/fy1110/2011010612-t.html</a>
Materials specified Publisher description
Uniform Resource Identifier <a href="http://www.loc.gov/catdir/enhancements/fy1111/2011010612-d.html">http://www.loc.gov/catdir/enhancements/fy1111/2011010612-d.html</a>
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Shelving location Date acquired Total Checkouts Full call number Barcode Date last seen Copy number Price effective from
    Dewey Decimal Classification   Not For Loan Central Library, SUST Central Library, SUST General Stacks 28/01/2015   659.144 JAU 0063813 28/01/2015 1 28/01/2015