Research


Search Engine Marketing: Does the Knowledge Discovery Process Help Online Retailers?


Today, users on Internet are resorting to search engines like Google and Yahoo for finding out the desired information. Search engine companies are using web analytics to develop Search Engine Marketing (SEM) strategies and sponsored page links on the first page of the search engine and SEM companies rank web pages of companies by using complex algorithms.

This research paper focuses on user-generated knowledge discovery process through search engine applications for decision making and analyzes the knowledge discovery process and customer preferences of page location of the search pages. This paper will help Indian Online retailers to use SEM as an effective tool to successfully market themselves on the internet world and has both theoretical and practical consequences in terms of appreciating the effectiveness of SEM as a self-search knowledge discovery process.

Based on the analysis of data from online shoppers, this study recognizes the key factors in effectively marketing products online and questions the current attitude of online marketers. This paper also compares Search Engine Optimization (SEO) and Pay-Per-Click (PPC) frameworks. © IUP Journal of Knowledge Management

To receive a copy of the complete paper, please write to us at reflections@greatlakes.edu.in


Student Achievements

‘The Changing Face of Finance Consultancy: Boutique Investment Banks’ has been published in the May, 2013 edition of IIM- Shillong Conquest Magazine (Consulting Club) as ‘featured article’

Ankur Baj of PGDM (2012 - 2014)


Best silent voice entry for the June, 2013 Edition of Markathon-The Marketing Magazine of IIM-Shillong

Pulkit Kohli and Ankur Baj of PGDM (2012 - 2014)


Winner of Ernst and Young Knowledge Quiz

Lathish Venugopal, Viral Patel. More than 2000 teams across India participated in this


Runners up at TATA Crucible Campus Quiz

Lathish Venugopal and Viral Patel.


Article published in March edition of Markathon – Marketing magazine of IIM- Shillong

Kriti Dua and Sankalp Parihar. The article was on Marketing Trends 2013


Winner at Hyundai Global Youth Marketing Camp

Shouvik Das. The event was held in S.Korea and the team comprising of 4 Korean students, 4 Indians and 1 Chinese student won the award for the Best BTL Strategy


Second Prize for Article writing in NMIMS Banking

Namratha and Mahesh. The article was on “Policy expectations for the Indian Economy” and was published in the BankAge Magazine of NMIMS.


First Place- The Clan,IFMR

Krishnan Chidambaram and Hariharan Subramaniyan. The event was Abhyudhaya, the flagship HR event of IFMR. They competed in the finals against teams from K.J. Somaiya, IIT Madras, BIM, Welinkar and LIBA


I Runner up at Goa Institute of Management

Gajendra Sisodia and Kriti Dua. This was a national level case study competition (Samiksha 2013). Total of 127 teams participated in the event


Article published in NITIE’s In-Fin-NITIE

Manshi Gandhi. The article was on “Quantitative Easing”


First prize in case study competition at SIMC

Harleen Wahi and Abhishek Jain. The case study was a real case of declining sales of next gen publishing magazines a unit of Shapoorji Pallonji & Co Ltd. Great Lakes competed with 11 teams in the final campus round with the likes of SIMS,MICA, NITIE, Narsee Monjee,etc