Customer Directed Advertising and Product Quality
نویسندگان
چکیده
منابع مشابه
Customer Directed Advertising and Product Quality
We consider a market where a single seller must employ informative advertising to launch a new product of observable quality. The monopolist may use mass, targeted or customer directed advertising. We show that the choice of advertising strategy depends on the economic properties of the advertising technology. If this exhibits strong economies of targeting, customer directed advertising arises ...
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Vol. L (August 2013), 489–504 *Eric T. Anderson is Hartmarx Professor of Marketing, Kellogg School of Management, Northwestern University (e-mail: eric-anderson@ northwestern. edu). Duncan Simester is NTU Professor of Management Science, MIT Sloan School of Management, Massachusetts Institute of Technology (e-mail: [email protected]). The authors thank their research assistant, Hojin Jung, for h...
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ژورنال
عنوان ژورنال: Journal of Economics <html_ent glyph="@amp;" ascii="&"/> Management Strategy
سال: 2006
ISSN: 1058-6407,1530-9134
DOI: 10.1111/j.1530-9134.2006.00123.x