Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, p

This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms’ advertising strategies are informat

This book bridges the disciplines of economics and marketing and brings them to bear on the analysis of contemporary business problems. The world has changed dr

The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes