Is paid search overrated? When bricks-and-mortar-only retailers should not use paid search
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DOI: 10.1007/s12525-018-0287-4
Abstract: While bricks-and-mortar-only retailers do not offer online purchasing, they often take advantage of multi-channel management strategies to reach consumers in a pre-purchase phase. We investigate whether paid search can increase the sales of brick-and-mortar retailers… read more here.
Keywords: search; mortar retailers; bricks mortar; paid search ... See more keywords