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Beer Advertising and Marketing Update: Structure, Conduct, and Social Costs

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  • Jon Nelson


Beer advertising is a topic that has frequently attracted the attention of industrial organization economists. This update reviews major events, data trends, and research for each of three issues: (1) the importance of advertising and product differentiation for structural change in the brewing industry; (2) the manner and extent to which brewers can strategically alter market shares using advertising; and (3) the social costs of beer advertising and marketing, including advertising bans, targeting of underage youth, and recent changes in the three-tier system of alcohol distribution. Major legal decisions pertaining to commercial speech and other regulations also are discussed. Copyright Springer 2005

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Article provided by Springer & The Industrial Organization Society in its journal Review of Industrial Organization.

Volume (Year): 26 (2005)
Issue (Month): 3 (December)
Pages: 269-306

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Handle: RePEc:kap:revind:v:26:y:2005:i:3:p:269-306
DOI: 10.1007/s11151-004-8113-x
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  1. Gina M. Riekhof & Michael E. Sykuta, 2005. "Politics, Economics, and the Regulation of Direct Interstate Shipping in the Wine Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(2), pages 439-452.
  2. Wiseman Alan E. & Ellig Jerry, 2004. "Market and Nonmarket Barriers to Internet Wine Sales: The Case of Virginia," Business and Politics, De Gruyter, vol. 6(2), pages 1-36, August.
  3. Wiseman, Alan E. & Ellig, Jerry, 2004. "Market and Nonmarket Barriers to Internet Wine Sales: The Case of Virginia," Business and Politics, Cambridge University Press, vol. 6(02), pages 1-34, August.
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