Advertising in a Competitive Market: The Role of Product Standards, Customer Learning, and Switching Costs

Standard models of competition predict that firms will sell less when competitors target their customers with advertising. This is particularly true in mature markets with many competitors that sell relatively undifferentiated products. However, the authors present findings from a large-scale random...

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Veröffentlicht in:	Journal of marketing research 2013-08, Vol.50 (4), p.489-504
Hauptverfasser:	ANDERSON, ERIC T., SIMESTER, DUNCAN
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising research Brands Comparative advertising Competition Consumer advertising Customers Mailings Market segments Marketing Marketing strategies Retail sales Retail stores Studies
Online-Zugang:	Volltext
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