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2 - Modeling the Process of Sponsored Search
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8 - The Serious Game of Bidding on Keywords
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7 - Sponsored-Search Analytics
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Notes on Terminology
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6 - BAM!: Branding, Advertising, and Marketing for Sponsored Search
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4 - Sending Signals to the Customer with Ads
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Glossary
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Index
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Frontmatter
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1 - A Context for Sponsored Search
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10 - The Future of Sponsored Search
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9 - Bringing It All Together in a Framework of Sponsored Search
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3 - Understanding Customer Intent for Keyphrase Selection
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Preface
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Acknowledgments
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Contents
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2 - Principles of marketing
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References
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4 - Advocacy and environmental change
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Principles and Practice of Social Marketing
- An International Perspective
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