Edited by Robert G. Picard and Steve S. Wildman
Chapter 6: The pricing of advertising
JOBNAME: Picard PAGE: 1 SESS: 5 OUTPUT: Fri Jan 23 14:35:50 2015 6. The pricing of advertising Agostino Manduchi 1. INTRODUCTION This chapter is devoted to a survey of the literature on the pricing of advertising. The term ‘advertising’ is underst...
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