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

  • 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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File URL: http://hdl.handle.net/10.1007/s11151-004-8113-x
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Article provided by Springer 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
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  1. Riekhof, Gina & Sykuta, Michael E., 2003. "Politics, Economics And The Regulation Of Direct Interstate Shipping In The Wine Industry," 2003 Annual meeting, July 27-30, Montreal, Canada 22136, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  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.
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