Esteban, Lola; Hernandez, Jose M.; Moraga-Gonzalez, … - Tinbergen Instituut - 2001
This paper studies the relationship between three key elements of the marketing mix, namely, price, product, and … promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising …