This chapter offers a comprehensive survey of the economic analysis of advertising. A first
objective is to organize the literature in a manner that clarifies what is known. A second …

This paper reviews articles on cooperative advertising, a topic which has gained substantial
interest in the recent years. Thereby, we first briefly distinguish five different definitions of …

From 1976 to the beginning of the millennium—covering the quarter-century life span of this
book and its predecessor—something remarkable has happened to market response …

Written solely for the undergraduate audience, Industrial Organization: Theory and Practice,
which features early coverage of Antitrust, punctuates its modern introduction to industrial …

This research aims to provide insights into the determinants of channel profitability and the
relative power in the channel by considering consumer demand and the interactions …

This paper develops a model of dynamic advertising competition, and applies it to the
problem of optimal advertising scheduling through time. In many industries we observe …

Consumer goods manufacturers usually sell their brands to consumers through common
independent retailers. Theoretical research on such channel structures has analyzed the …

Discrete choice models of demand have typically been estimated assuming that prices are
exogenous. Since unobservable (to the researcher) product attributes, such as coupon …

The author analyzes the impact of online ads on the advertiser's competitors, using data
from randomized field experiments on a restaurant-search website. He finds that ads …

In a competitive marketplace, the effectiveness of any element of the marketing mix is
determined not only by its absolute value, but also by its relative value with respect to the …