The Google and the 'Click Fraud' Menace
ICMR HOME | Case Studies Collection
» Marketing Case Studies
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Jim Friedland, an analyst at SG Cowen,7 said, "There are a number of issues that could hurt Google, but we believe click fraud is not one of them. We continue to expect near-term sentiment to be negative and the stock is likely to go down on this news item.
This is a significantly heated subject, and the advertisers don't feel like it is getting the proper attention from Google, Yahoo!, or Microsoft's MSN."9
The advent of the Internet opened up the possibility of personalized messages being delivered to targeted individuals. Online advertising enabled marketers to target specific customer segments, gather information, assess sales potential, and ensure product/service exposure across geographic boundaries...
7] SG Cowen is a US Investment bank specializing in technology and healthcare.
Case Studies Links:-
Short Case Studies,
Simplified Case Studies.
Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.
Business Reports Link:- Business Reports.
Books:- Text Books, Work Books, Case Study Volumes.
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|