Recent developments in the economics of advertising an Edward Elgar Research Review
The research review discusses important papers in the Economics of Advertising since the Millennium. It covers embellishments of established theories, newer theories, and empirical testing of both. Topics include informative, persuasive, and comparative advertising, content analysis, targeting, info...
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| Format: | eBook |
| Language: | English |
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[Cheltenham]
Edward Elgar Publishing
2016, 2016
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| Series: | The international library of critical writings in economics series
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | The research review discusses important papers in the Economics of Advertising since the Millennium. It covers embellishments of established theories, newer theories, and empirical testing of both. Topics include informative, persuasive, and comparative advertising, content analysis, targeting, information congestion, signalling, and information disclosure. Scholars of marketing and economics will find here both a back-drop and recent advances |
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| Physical Description: | 688 p. |
| ISBN: | 9781785363658 |