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Barnes and Noble

Recent Developments in the Economics of Advertising

Current price: $452.00
Recent Developments in the Economics of Advertising
Recent Developments in the Economics of Advertising

Barnes and Noble

Recent Developments in the Economics of Advertising

Current price: $452.00

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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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