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Brand and price advertising in online markets.

Publication: Management Science
Publication Date: 01-JUL-09 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Our analysis sheds light on e-retailers' optimal brand and price advertising strategies. A common intuition is that firms should increase brand advertising when facing more competitors. This ignores strategic effects: When more firms compete for a given pool of customers, the returns to brand advertising fall and managers should...

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