publication . Article . 1992

Advertising, product quality, and complex evolving marketing systems

Willem Verbeke;
Open Access English
  • Published: 01 Jun 1992
  • Country: Netherlands
Abstract
textabstractThe paper analyses the advertising as power vs. advertising as information controversy as well as its recent empirical testing. It is stressed that this distinction focuses too much on the interaction between consumer and manufacturer while ignoring the retailer as an important stake-holder. To compensate for this lack, a complex marketing system perspective is introduced in which consumer, retailer, and manufacturer interact. However, these complex marketing systems might drift towards market equilibria which are against the consumer interests: that is, firmsmight lock out brands from the market by means of trade and sales promotions and then use ad...
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Subjects
free text keywords: advertising, consumer behavior, marketing systems, product quality, Business, Management and Accounting (miscellaneous), Economics and Econometrics, Native advertising, Advertising research, Marketing, Business, Digital marketing, business.industry, Marketing mix modeling, Advertising account executive, Product testing, Marketing management, Advertising campaign
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