Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?

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.

Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?

Gerard J. TellisMarshall School of Business, University of Southern California, Los Angeles

The author thanks Bob Woodard for triggering reflection on this topic and...