Silk, Alvin J.; Berndt, Ernst R. - In: Review of Marketing Science 2 (2004) 1, pp. 5-5
We assess size and scope-related economies in the global advertising and marketing services business. A translog cost … and marketing services globally. Estimates indicate that the industry’s long-run cost function is subject to very slight … latter effect suggests that cost economies may accompany the dual diversification strategy of jointly offering advertising …