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Specialized advertising and price competition in vertically differentiated markets

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  • Lola Esteban
  • José Hernández

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    Abstract

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    File URL: http://hdl.handle.net/10.1007/s13209-010-0033-4
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    Bibliographic Info

    Article provided by Spanish Economic Association in its journal SERIEs.

    Volume (Year): 2 (2011)
    Issue (Month): 2 (June)
    Pages: 255-282

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    Handle: RePEc:spr:series:v:2:y:2011:i:2:p:255-282

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    Web page: http://www.springer.com/economics/journal/13209
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    Related research

    Keywords: Informative advertising; Targeting; Vertical differentiation; Price dispersion; D43; L13; M37;

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    References

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    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.:
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    1. Lola Esteban & José M. Hernández & José Luis Moraga-González, 2006. "Customer Directed Advertising and Product Quality," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 15(4), pages 943-968, December.
    2. Grossman, Gene M & Shapiro, Carl, 1984. "Informative Advertising with Differentiated Products," Review of Economic Studies, Wiley Blackwell, vol. 51(1), pages 63-81, January.
    3. Lola Esteban & Agustín Gil & José Hernández, 2004. "Pricing with Endogenous Direct Advertising in a Monopoly," Review of Industrial Organization, Springer, vol. 25(2), pages 129-154, 06.
    4. Stegeman, Mark, 1991. "Advertising in Competitive Markets," American Economic Review, American Economic Association, vol. 81(1), pages 210-23, March.
    5. Galeotti, Andrea & Moraga-González, José Luis, 2008. "Segmentation, advertising and prices," International Journal of Industrial Organization, Elsevier, vol. 26(5), pages 1106-1119, September.
    6. repec:ebl:ecbull:v:12:y:2007:i:10:p:1-12 is not listed on IDEAS
    7. Ganesh Iyer & David Soberman & J. Miguel Villas-Boas, 2005. "The Targeting of Advertising," Marketing Science, INFORMS, vol. 24(3), pages 461-476, May.
    8. Narasimhan, Chakravarthi, 1988. "Competitive Promotional Strategies," The Journal of Business, University of Chicago Press, vol. 61(4), pages 427-49, October.
    9. Roy, Santanu, 2000. "Strategic segmentation of a market," International Journal of Industrial Organization, Elsevier, vol. 18(8), pages 1279-1290, December.
    10. Esteban, Lola & Gil, Agustin & Hernandez, Jose M, 2001. "Informative Advertising and Optimal Targeting in a Monopoly," Journal of Industrial Economics, Wiley Blackwell, vol. 49(2), pages 161-80, June.
    11. Shaked, Avner & Sutton, John, 1982. "Relaxing Price Competition through Product Differentiation," Review of Economic Studies, Wiley Blackwell, vol. 49(1), pages 3-13, January.
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