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 |