Subject Index
 

Today there is a genuine business requirement to be transparent - clear, honest and open about every aspect of your organisation. GfK NOP data shows that consumers are increasingly cynical about busin ...

This paper discusses the importance of the relationship between brands and price, and argues that reducing prices is not always the best solution in securing long-term success and beating consumer apa ...

Advertising is a rich, multidimensional phenomenon that has been studied in several disciplines. This research has led to an emerging body of findings and some potential generalizations. Even then, mi ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...

This paper takes a view of advertising and an aspect of certain other non-price competition as public goods. This leads to a new fundamental justification of the zero price distribution of advertising ...

The relationship of advertising and price is contentious. In this paper it is shown that advertising can increase demand elasticity, permit the attainment of scale economies, and encourage more effici ...