IDEAS home Printed from
MyIDEAS: Login to save this article or follow this journal

A Post Keynesian approach to advertising and its relevance for the transition economies

  • Marko Lah
  • Andrej SuÅ¡Jan
  • Branko Ilič
Registered author(s):

    The paper attempts to identify a coherent Post Keynesian approach to advertising. Although the neoclassical explanation of advertising cost is encapsulated by the Dorfman—Steiner theorem, and static in character, the Post Keynesian theory provides a realistic and dynamic framework within which advertising can be viewed as strategic investment of firms, financed by their retained profits. The empirical part of the paper analyzes the impact of the flow of profits on advertising outlays for firms in a transition economy and the results confirm the relevance of the Post Keynesian approach.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Article provided by M.E. Sharpe, Inc. in its journal Journal of Post Keynesian Economics.

    Volume (Year): 29 (2007)
    Issue (Month): 2 (January)
    Pages: 309-325

    in new window

    Handle: RePEc:mes:postke:v:29:y:2007:i:2:p:309-325
    Contact details of provider: Web page:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:mes:postke:v:29:y:2007:i:2:p:309-325. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Chris Nguyen)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.