Oliver J. Rutz

Yale School of Management

135 Prospect Street

P.O. Box 208200

New Haven, CT 06520-8200

United States

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SCHOLARLY PAPERS

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Scholarly Papers (2)

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1.

A Model of Individual Keyword Performance in Paid Search Advertising

Number of pages: 45 Posted: 27 Oct 2007

Oliver J. Rutz and Randolph E. Bucklin

Yale School of Management and UCLA Anderson School of Management

Downloads 2,178 (11,852)

Citation 40

Abstract:

2.

From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising

Number of pages: 44 Posted: 26 Oct 2007 Last Revised: 19 Jun 2014

Oliver J. Rutz and Randolph E. Bucklin

Yale School of Management and UCLA Anderson School of Management

Downloads 1,173 (30,547)

Citation 37

Abstract:

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