A01 chaf6542 06 se fm indd

part on the importance of the web sites that link to 

it, people have attempted to link a group of web sites 

together to manipulate web search results.

You can find updates on this case study by searching 

at SmartInsights.com for ‘Google marketing updates’.

Web video explanation: www.google.com/howgoogle 

works/. (Further information on how Google works is 

available in Chapter 9 in the section on search engine 

marketing.)

Question

Explain how Google generates revenue and 

exploits innovation in digital technology to identify 

future revenue growth. You should also consider 

the risk factors for future revenue generation.

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