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

Gerard J. Tellis

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today