Discouraged by disappointing results with banner advertising, since April, TJX Cos. Inc., the Framingham, MA-based parent of off-price retailers T.J. Maxx and Marshalls, has been experimenting with paid keyword results through Overture and LookSmart (and soon, Google).
Interestingly, the TJX sites do not engage in e-commerce (other than selling gift certificates). The goal of their search engine marketing is to drive traffic to the Web sites
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