书目详细信息
： Advertising and the marketplace :
书目信息 机读格式(MARC)
| ISBN： | 9781788978118 |
|---|---|
| ISBN： | 1788978110 |
| ISBN： | 9781788978132 |
| ISBN： | 1788978137 |
| 编目源： | YDX YDX BDX UKMGB OCLCO OCLCF YDX OCLCO DLC |
| 个人名称： | Pepall, Lynne,1952- |
| 题名： | Advertising and the marketplace : an economics perspective / Lynne Pepall, Dan Richards. |
| 索书号： | F713.8-05/P421E |
| 载体形态： | xii, 285 pages : illustrations ; 26 cm |
| 书目附注： | Includes bibliographical references and index. |
| 格式化内容附注： | 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. |