Advertising and the Marketplace : An Economics Perspective
| データ種別 | 電子ブック |
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| 出版情報 | 製作表示:Cheltenham : Edward Elgar Publishing Limited , 2021 |
| 大きさ | 1 online resource (304 pages) |
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| 一般注記 | Front Matter -- Copyright -- Contents in Brief -- Full Contents -- List of tables -- Introduction to Advertising and the Marketplace -- 1 Foundations -- 2 The Rise of Advertising and the Economics of Advertising -- 3 Advertising and the Value of Information -- 4 Non-Informative Advertising, Consumer Behavior, and Welfare -- 5 Advertising and Competition -- 6 Advertising and Consumer Behavior: Empirical Evidence -- 7 Empirical Evidence on Advertising and Market Outcomes -- 8 Deceptive Advertising and Puffery -- 9 Advertising, Signaling, and Product Quality -- 10 Networks, Platforms, and Advertising -- 11 Platforms Advertising: Pricing and Profitability -- 12 Platforms, Advertising, and Competition Policy -- Index This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms' advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues Description based on publisher supplied metadata and other sources Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries HTTP:URL=https://ebookcentral.proquest.com/lib/sophia-jp/detail.action?docID=6682914 Pub. note=Click to View |
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| 著者標目 | *Pepall, Lynne Richards, Dan |
| 件 名 | FREE:Electronic books |
| 分 類 | DC:659.1 |
| 巻冊次 | ISBN:9781788978125  XISBN:9781788978118
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| ISBN | 9781788978125 |
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※2021年9月12日以降