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O Papel do Goodwill na Determinação do Nível Óptimo de Publicidade

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Author Info
Carlos Osório
João Leitão

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Abstract

Efectua-se uma breve revisão sobre a Condição de Dorfman-Steiner, levantando algumas pistas para reflexão, no sentido de justificar a incorporação de efeitos dinâmicos, ao considerar o efeito do goodwill, sobre as despesas em publicidade praticadas nas distintas fases do ciclo de vida Empresarial.

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File URL: http://www.beje.decon.ufpe.br/v4n1/osorio.htm
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Publisher Info
Article provided by Department of Economics, Universidade Federal de Pernambuco in its journal Brazilian Electronic Journal of Economics.

Volume (Year): 4 (2001)
Issue (Month): 1 (September)
Pages:
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Handle: RePEc:bej:issued:v:4:y:2001:i:1:osorio

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Related research
Keywords: Goodwill Sunk Cost Publicidade Experimentável.

Cited by:
(explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)

  1. Leitão, João, 2006. "Interconnection of Cable Networks: A Regulation Proposal for Broadband Internet Services," MPRA Paper 487, University Library of Munich, Germany. [Downloadable!]
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This page was last updated on 2008-11-26.

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