O Papel do Goodwill na Determinação do Nível Óptimo de Publicidade

Carlos Osório and João Leitão

Brazilian Electronic Journal of Economics, 2001, vol. 4, issue 1

Abstract: Efectua-se uma breve revisão sobre a Condição de Dorfman-Steiner, levantando algumas pistas para reflexão, no sentido de justificar a incorporação de efeitos dinâmicos, ao considerar o efeito do goodwill, sobre as despesas em publicidade praticadas nas distintas fases do ciclo de vida Empresarial.

Keywords: Goodwill; Sunk Cost; Publicidade Experimentável. (search for similar items in EconPapers)
Date: 2001
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