Recent Developments in the Economics of Advertising

Edited by Simon Anderson

in Books from Edward Elgar Publishing

Abstract: The collection brings together important papers in the economics of advertising that have appeared in the new 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, signaling, and information disclosure. Scholars of marketing and economics will find here a back-drop of the field as well as recent advances made. Along with an original introduction by Professor Anderson, this timely volume will be an invaluable source of reference for all marketing and economics academics.

Keywords: Economics and Finance (search for similar items in EconPapers)
Date: 2016
ISBN: 9781783478873
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