文章基本信息

标题：Strategic Targeted Advertising and Market Fragmentation
本地全文：下载
作者：Lola Esteban ; Jose M. Hernandez
期刊名称：Economics Bulletin
电子版ISSN：1545-2921
出版年度：2007
卷号：12
出版社：Economics Bulletin
摘要：This paper proves that oligopolistic price competition with both targeted advertising and targeted prices can lead to a permanent fragmentation of the market into a local monopoly. However, compared to mass advertising, targeting increases social welfare and turns out to be more beneficial for consumers than for firms.
关键词：discount coupons.