To use branded keywords or not? Rationale of professional search-engine marketers for brand bidding strategy (Presentation at the 13th Global Brand Conference 2018) - UTU Research Portal

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To use branded keywords or not? Rationale of professional search-engine marketers for brand bidding strategy
(Presentation at the 13th Global Brand Conference 2018)

Authors: Juuso Lyytikkä, Joni Salminen, Bernard J. Jansen

Conference name: Global Brand Conference

Publication year: 2018