Browsing Faculty of Business by Author "Gupta, S."
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Do display ads influence search? Attribution and dynamics in online advertising
Kireyev, P.; Pauwels, Koen Hendrik; Gupta, S. (Elsevier, 2016-09)As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics ... -
Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach
Saiyed, Abrarali Mohammadusmanali; Shaikh, A.; Gupta, S. (Emerald, 2024-02-08)Purpose: The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation ...
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