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Holding Company Cost Economies in the Global Advertising and Marketing Services Business
Silk, Alvin J.; Berndt, Ernst R. - In: Review of Marketing Science 2 (2004) 1
We assess size and scope-related economies in the global advertising and marketing services business. A translog cost function is employed wherein a firm’s costs vary according to its scale and two dimensions of the scope of its operations. One dimension of firm scope relates to how its output...
Persistent link: https://www.econbiz.de/10014619484
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Scale and scope effects on advertising agency costs
Silk, Alvin J.; Berndt, Ernst R. - 1990
Persistent link: https://www.econbiz.de/10000800329
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Cost economies in the global advertising and marketing services business
Silk, Alvin J.; Berndt, Ernst R. - In: The global market : developing a strategy to manage …, (pp. 217-257). 2004
Persistent link: https://www.econbiz.de/10002120167
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Holding company cost economies in the global advertising and marketing services business
Silk, Alvin J.; Berndt, Ernst R. - In: Review of marketing science 2 (2004) 5, pp. 1-48
Persistent link: https://www.econbiz.de/10003888162
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The unbundling of advertising agency services : an economic analysis
Arzaghi, Mohammad; Berndt, Ernst R.; Davis, James C.; … - In: Review of marketing science 10 (2012) 4, pp. 1-53
Persistent link: https://www.econbiz.de/10009679934
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Economic factors underlying the unbundling of advertising agency services
Arzaghi, Mohammad; Berndt, Ernst R.; Davis, James C.; … - 2008
Persistent link: https://www.econbiz.de/10003761095
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Anomalies in estimates of cross-price : elasticities for marketing mix models : theory and empirical test
Bonfrer, Andre; Berndt, Ernst R.; Silk, Alvin J. - 2006
Persistent link: https://www.econbiz.de/10003399867
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Intermedia substitutability and market demand by national advertisers
Silk, Alvin J.; Klein, Lisa R.; Berndt, Ernst R. - 2001
Persistent link: https://www.econbiz.de/10001630994
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The emerging position of the internet as an advertising medium
Silk, Alvin J.; Klein, Lisa R.; Berndt, Ernst R. - In: Netnomics 3 (2001) 2, pp. 129-148
Persistent link: https://www.econbiz.de/10001604332
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Scale and scope economies in the global advertising and marketing services business
Silk, Alvin J.; Berndt, Ernst R. - 2003
Persistent link: https://www.econbiz.de/10001795713