01-099/1 - Customer Directed Advertising and Product Quality

• Authors
  Lola Esteban; Jose M. Hernandez, Universidad de Zaragoza; Jose Luis Moraga-Gonzalez, Groningen University
• Publication date
  October 16, 2001

• Keywords
  customer directed advertising; mass advertising; monopoly; quality; targeted advertising
• JEL
  L12; L15; M37