Suchmaschinenmarketing

[1] Abhishek, V.: Keyword Generation for Search Engine Advertising using Sementic Similarity between Terms, Third Workshop on Sponsored Search Auctions, International World Wide Web Conference (WWW2007), Banff, Canada, 2007.

[2] Bartz, K./Murthi, V./Sebastian, S.: Logistic Regression and Collaborative Filtering for Sponsored Search Term Recommendation, Second Workshop on Sponsored Search Auctions, ACM Conference on Electronic Commerce (EC’06), Ann Arbor, Michigan, USA, 2006.

[3] Bischopinck, Y. v./Ceyp, M.: Suchmaschinen-Marketing – Konzepte, Umsetzung und Controlling, Berlin, 31-51, 103-236, 2007.

[4] Brin, S./Page, L.: The anatomy of a large-scale hypertextual Web search engine, Computer Networks and ISDN Systems, Jg. 30, Nr. 1-7, 107-117, 1998.

[5] Chatterjee, P./Hoffmann, D. L./Novak, T. P.: Modeling the Clickstream: Implications for Web-Based Advertising Efforts, Marketing Science, Jg. 22, Nr. 4, 520-541, 2003.

[6] Edelmann, B./Ostrovsky, M.: Strategic bidder behavior in sponsored search auctions, Decision Support Systems, Jg. 43, Nr. 1, 192-198, 2007. 96 C.D. Schultz / Suchmaschinenmarketing

[7] Erlhofer, S.: Suchmaschinen-Optimierung für Webentwickler – Grundlagen, Ranking optimieren, Tipps und Tricks, 2., aktual. und erw. Aufl., Bonn, 115-144, 169-288, 2006.

[8] Feng, J./Bhargava, H. K./Pennock, D. M.: Implementing Sponsored Search in Web Search Engines: Computational Evaluation of Alternative Mechanisms, Informs Journal on Computing, Jg. 19, Nr. 1, 137-148. 2007.

[9] Ferber, R.: Information Retrieval – Suchmodelle und Data-Mining-Verfahren für Textsammlungen und das Web, Heidelberg, 61-83, 2003.

[10] Gandal, N.: The dynamics of competition in the Internet search engine market, International Journal of Industrial Organization, Jg. 19, Nr.7, 1103-1117, 2001.

[11] Glöggler, M.: Suchmaschinen im Internet – Funktionsweisen, Ranking Methoden, Top Positionen, Berlin, 67-94, 115-186, 2003.

[12] Google Investor Relations, Financial Tables, http://investor.google.com/fin_data.html.

[13] Gyöngyi, Z./Garcia-Molina, H.: Web Spam Taxonomy, Proceedings of the First Workshop on Adversarial Information Retrieval on the Web, AIRWeb 2005, Chiba, Japan, 39-47, 2005.

[14] Heukrodt-Bauer, S.: Gefährliches Suchmaschinen-Marketing für Ihren Webshop, Internet World Business, Nr. 15, 2006

[15] Hotchkiss, G./Alston, S./Edwards, S.: Eye Tracking Study – An In Depth Look at Interactions with Google using Eye Tracking Methodology, 2005.

[16] Hotchkiss, G.: Eye Tracking Report: Google, MSN and Yahoo! Compared – An In Depth Look at Interactions with Google, MSN & Yahoo! using Eye Tracking Methodology, 2006.

[17] Immorlica, N./Jain, K./Mahdian, M./Talwar, K.: Click Fraud Resistant Methods for Learning Click-Through Rates, in: Deng, X. and Ye, Y. (eds.): Internet and Network Economics, First International Workshop, WINE 2005, Springer, Hong Kong, China, 34-45, 2005.

[18] Jansen, B. J.: The Comparative Effectiveness of Sponsored and Non-Sponsored Links for Web Ecommerce Queries, ACM Transactions on the Web, Jg. 1, Nr. 1, 2007.

[19] Jansen, B. J.: Adversarial Information Retrieval Aspects of Sponsored Search, Proceedings of the Second Workshop on Adversarial Information Retrieval on the Web, AIRWeb 2006, Seattle, Washington, USA, 33-37, 2006.

[20] Jansen, B. J./Resnick, M.: An Examination of Searcher’s Perception of Nonsponsored and Sponsored Links during E-Commerce Web Searching, Journal of the American Society for Information Science and Technology, Jg. 57, Nr. 14, 1949 1961, 2006.

[21] Joshi, A./Motwani, R.: Keyword Generation for Search Engine Advertising, 6th IEEE International Conference on Data Mining, Hong Kong, 2006.

[22] Karzauninkat, S./Alby, T.: Suchmaschinenoptimierung – Professionelles Website-Marketing für besseres Ranking, München, 55-95, 155-158, 2006.

[23] Kitts, B./LeBlanc, B.: Optimal Bidding on Keyword Auctions, Electronic Markets, Jg. 14, Nr. 3, 186-201, 2004.

[24] Kitts, B./LeBlanc, B./Meech, R./Laximinarayan, P.: Click Fraud, Bulletin of the American Society of Information Science and Technology, Jg. 32, Nr. 2, 20-23, 2006.

[25] Kitts, B./Laximinarayan, P./LeBlanc, B./Meech, R.: A Formal Analysis of Search Auctions Including Predictions on Click Fraud and Bidding Tactics, First Workshop on Sponsored Search, ACM Conference on Electronic Commerce (EC’05), Vancouver, UK, 2005.

[26] Lim, W. S./Tang, C. S.: An auction model arising from an Internet search service provider, European Journal of Operational Research, Jg. 172, Nr. 3, 956-970, 2006.

[27] Liu, D./Chen, J.: Designing online auctions with past performance information, Decision Support Systems, Vol. 42, No. 3, 1307-1320, 2006.

[28] Moran, M./Hunt, B.: Search Engine Marketing, Inc – Driving Search Traffic to Your Company’s Web Site, IBM Press, Upper Sadle River, 3-29, 70-79, 231-448, 2006.

[29] Net Applications „Search Engine Market Share Report” http://www.netapplications.com.

[30] Nieschlag, R./Dichtl, E./Hörschgen, H.: Marketing, 19., überarb. und erg. Aufl., Berlin, 1068-1075, 2002.

[31] Olbrich, R.: Marketing – Eine Einführung in die marktorientierte Unternehmensführung, 2., überarb. und erw. Aufl., Berlin, 175-217, 2006.

[32] Olbrich, R./Schultz, C. D.: Suchmaschinenmarketing und Klickbetrug. In: Bortfeldt, A./Homberger, J./Kopfer, H./Pankratz, G./Strangmeier, R. (Hrsg.): Intelligente Entscheidungsunterstützung – Aktuelle Herausforderungen und Lösungsansätze. Festschrift für Hermann Gehring, Wiesbaden, 255-271, 2008.

[33] Parkes, D. C./Sandholm, T.: Optimize-and Dispatch Architecture for Expressive Ad Auctions, First Workshop on Sponsored Search Auctions, ACM Conference on Electronic Commerce (EC’05), Vancouver, Canada, 2005. C.D. Schultz / Suchmaschinenmarketing 97

[34] Rabe, L.: Suchmaschinen-Optimierung. In: Eisinger, T./Rabe, L./Thomas, W. (Hrsg) Performance-Marketing – Onlinewerbung - messbar, transparent, erfolgsorientiert, 2., aktual. und umf. erw. Aufl., Göttingen, 44-54, 2006.

[35] Schmidt-Mänz, N.: Untersuchung des Suchverhaltens im Web – Interaktion von Internetnutzern mit Suchmaschinen, Hamburg, 144-169, 2007.

[36] Sen, S./Padmanabhan, B./Tuzhilin, A./White, N./Stein, R.: The identification and satisfaction of consumer analysis-driven information needs of marketers on the WWW, European Journal of Marketing: Special Issue on Marketing in Cyberspace, Jg. 32, Nr. 7/8, 688-702, 1998.

[37] Sitemaps.org http://www.sitemaps.org.

[38] Skierra, B./Spann, M. Werbeerfolgskontrolle im Internet, Controlling, Jg. 12, 417-423, 2000.

[39] Skiera, B./Gerstmeier, E./Stepanchuk,T.: Stichwort Suchmaschinenmarketing, Die Betriebswirtschaftslehre, Jg. 68, Nr. 1, 113-118, 2008.

[40] Stock, W. G.: Information-Retrieval – Informationen suchen und finden, München, 2007.

[41] Stuber, L.: Suchmaschinen-Marketing – Direct Marketing im Internet, Zürich, 57-105, 2004.

[42] Van Den Poel, D./Buckinx, W.: Predicting online-purchasing behavior, European Journal of Operational Research, Jg. 166, Nr. 2, 557-575, 2005.

[43] Varian, H. R.: Position auctions. International Journal of Industrial Organization, Jg. 25, Nr. 6, 1163-1178, 2007.

[44] World Wide Web Consortium http://www.w3.org