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Advertising on the web: How content affects the buying and selling of ad links

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The internet has become an important medium for doing business internationally. The opportunities are enormous, yet there are still many practical questions that managers of commercial websites need answering. Zsolt Katona, an INSEAD PhD candidate in marketing, addresses some of these questions in his doctoral thesis on advertising on the World Wide Web. "The www is the largest network in the world - there are more pages on the www than the population of the world, and online advertising expenditure is growing at a rate of 18 per cent," Katona says.

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en

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text/html

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http://knowledge.insead.edu/contents/Katona.cfm

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Copyright INSEAD. All rights reserved