Cover: Advertising and Market Power in HARDCOVER

Harvard Economic Studies 144

Advertising and Market Power

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$33.50 • £29.95 • €30.95

ISBN 9780674005808

Publication Date: 01/01/1974


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  • Foreword by Richard E. Caves
  • Preface
  • 1. Introduction
  • 2. The Market for Advertising Messages
  • 3. Advertising and Consumer Choice
  • 4. Advertising as a Barrier to Entry
  • 5. Advertising and Market Demand
    • Appendixes 5-A—D
  • 6. Advertising and Profit Rates
    • Appendix 6-A
  • 7. The Determinants of Advertising Expenditures
    • Appendix 7-A
  • 8. Advertising as a Capital Investment
    • Appendix 8-A
  • 9. Advertising and Firm Size
  • 10. Advertising and the Advantages of Size
    • Appendix 10-A
  • 11. Conclusions
  • Index

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