TY - JOUR
AU - Lambin, Jean-Jacques
AB - Pergamon Press. Printed in Great Britain. Appl. Econ. 1970. Vol. 2, pp. 231 to 251. Advertising and Competitive Behavior: A Case Study FOREWORD INCREASINGLY, advertising competition becomes a fact of life in market of oligopolistic structure. The mechanisms of this new form of competition are not well known and it is only recently that one finds in the literature some systematic attempts to develop a theory of advertising competition,l see for example, FRIEDMAN (1958), GUPTA and KRISHNAN (1967), KRISHNAN and GUPTA (1967), MILLS (1959) and PEETERS (1970). The lack of theoretical perspectives as well as of empirical observations on advertising competitive behavior does not facilitate the task of management in making advertising appropriation decisions. Since competitive reactions are taken into consideration in one way or in another in these decisions, it is clearly of interest for the firm to have a better understanding of the functioning of the market. The objective of this paper is to analyze the advertising competitive behavior of three large firms selling differentiated products in an oligopolistic market of Western Europe. The product studied is that of a consumer durable having reached the maturity stage on its life cycle curve, where replacement demand constitutes the 
TI - Advertising and Competitive Behavior: A Case Study
JF - Applied Economics
DO - 10.1080/00036847000000032
DA - 1970-01-01
UR - https://www.deepdyve.com/lp/taylor-francis/advertising-and-competitive-behavior-a-case-study-aRf0S0VAOg
SP - 231
EP - 251
VL - 2
IS - 4
DP - DeepDyve
ER -