Goldfarb, Avi; Tucker, Catherine - In: Handbook of the economics of marketing : Volume 1, (pp. 259-290). 2019
in costs associated with digitization has had a transformative effect on digital marketing activity before many other …, and verification costs. In this article, we argue that this has transformed the study of marketing, leading research in … marketing to be at the forefront of research in economics as to the effects of digital technology. This is because the reduction …