Toward a Reconciliation of Market Power and Information Theories of Advertising Effects on Price Elasticity

Anusree Mitra, John G. Lynch, Jr.
1995 Journal of Consumer Research  
Objective This PhD seminar is designed to help students understand the role of marketing within the organization, its business strategy, and its success. It exposes students to the main issues in marketing strategy and marketing strategy research, and helps them critically evaluate both fundamental ideas and more recent developments. The course focuses on five themes:
doi:10.1086/209425 fatcat:oqbxe7hwd5dgtkmeoqwvatcmua