L'analyse microéconomique des dépenses publicitaires

Jacques Fontanel ()
Additional contact information
Jacques Fontanel: CESICE - Centre d'études sur la sécurité internationale et les coopérations européennes - UPMF - Université Pierre Mendès France - Grenoble 2 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble

Post-Print from HAL

Abstract: Since business analysis is based on the autonomy of economic decision-making units, two types of scientific approaches apply to the microeconomic analysis of the company. Theoretical analyses on the effectiveness of advertising expenditure are based on standardized market hypotheses and producer and consumer behaviour that meet the standards of neoclassical analysis. Empirical studies of advertising decisions are more numerous. Their objective is to define a methodological framework for the preparation of company decisions, in particular by questioning the effectiveness of advertising for decentralized economic units. Several models are presented and analysed in terms of their theoretical interest or practical usefulness.

Date: 1979
Note: View the original document on HAL open archive server: https://hal.univ-grenoble-alpes.fr/hal-03156532v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in L'Anti Publicité, Université des Sciences Sociales de Grenoble, 1979

Downloads: (external link)
https://hal.univ-grenoble-alpes.fr/hal-03156532v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03156532

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().