Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

Students learn how to optimally leverage the Internet in generating customer sales in a cost-effective manner. Students will analyze and manipulate a variety of data using pivot tables to determine optimal strategies for obtaining maximum total online bookings through the various online channels available. Using a portfolio application model, students can determine an optimal publisher strategy and complete copy improvement analysis.

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Citation

Jeffery, M., Egli, L., Gieraltowski, A., Lambert, J., Miller, J., Neely, L. and Sharma, R. (2017), "Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000012

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Kellogg School of Management

Copyright © 2009, The Kellogg School of Management at Northwestern University

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