Advertising, Market Structure and Performance: A Re-interpretation of Emperical Findings on the Compatibility of Advertising and Competition

  • A. Van Der Zwan


The distinction between ‘selling costs’ and ‘production costs’ occupies an important place in economic thinking in catering for the market by the sellers. The first systematic treatment of selling costs in economic theory is often considered to be that of Chamberlin [1933]. Braithwaite’s contribution [1928] is thereby neglected, though her treatment of the problem of selling costs was formulated in reference terms that to a great extent coincide with the conceptions put forward by Chamberlin.


Market Structure Cost Fixity Advertising Expenditure Profit Rate Advertising Intensity 
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© H. E. Stenfert Kroese B.V., Leiden 1977

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  • A. Van Der Zwan

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