Description

This book brings together over thirty of the most influential previously published articles on the economics of advertising. Topics covered include an exploration of the welfare consequences of persuasive advertising and informative advertising; an analysis of informative advertising in search-goods markets and as a signal of quality in experience-goods markets; and an examination of the use of advertising to deter entry to the market by rivals, to pre-empt rivals or conversely to collude with them. The volume features both theoretical and empirical contributions to these topics.

The Economics of Advertising

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£301.00

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Hardback by Kyle Bagwell

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This book brings together over thirty of the most influential previously published articles on the economics of advertising. Topics covered... Read more

    Publisher: Edward Elgar Publishing Ltd
    Publication Date: 26/09/2001
    ISBN13: 9781840643848, 978-1840643848
    ISBN10: 1840643846

    Number of Pages: 712

    Non Fiction , Business, Finance & Law

    Description

    This book brings together over thirty of the most influential previously published articles on the economics of advertising. Topics covered include an exploration of the welfare consequences of persuasive advertising and informative advertising; an analysis of informative advertising in search-goods markets and as a signal of quality in experience-goods markets; and an examination of the use of advertising to deter entry to the market by rivals, to pre-empt rivals or conversely to collude with them. The volume features both theoretical and empirical contributions to these topics.

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