Download or read book Double Marginalization in Performance Based Advertising written by Chrysanthos Dellarocas and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: An important current trend in advertising is the replacement of traditional pay-per-exposure (pay-per-impression) pricing models with performance-based mechanisms in which advertisers pay only for measurable actions by consumers. Such pay-per-action (PPA) mechanisms are becoming the predominant method of selling advertising on the Internet. Well-known examples include pay-per-click, pay-per-call and pay-per-sale. This work highlights an important, and hitherto unrecognized, side-effect of PPA advertising. I find that, if the prices of advertised goods are endogenously determined by advertisers to maximize profits net of advertising expenses, PPA mechanisms induce firms to distort the prices of their goods (usually upwards) relative to prices that would maximize profits in settings where advertising is sold under pay-per-exposure methods. Upward price distortions reduce both consumer surplus and the joint publisher-advertiser profit, leading to a net reduction in social welfare. They persist in current auction-based PPA mechanisms, such as the ones used by Google and Yahoo. In the latter settings they always reduce publisher revenues relative to pay-per-exposure methods. In extreme cases they also lead to rat-race situations where, in their effort to outbid one another, advertisers raise the prices of their products to the point where demand for them drops to zero. I show that these phenomena constitute a form of double marginalization and discuss a number of enhancements to today's PPA mechanisms that restore equilibrium pricing of advertised goods to efficient levels.
Download or read book Handbook of Media Economics vol 1A written by Simon P. Anderson and published by Elsevier. This book was released on 2016-01-29 with total page 563 pages. Available in PDF, EPUB and Kindle. Book excerpt: Handbook of Media Economics provides valuable information on a unique field that has its own theories, evidence, and policies. Understanding the media is important for society, and while new technologies are altering the media, they are also affecting our understanding of their economics. The book spans the large scope of media economics, simultaneously offering in-depth analysis of particular topics, including the economics of why media are important, how media work (including financing sources, institutional settings, and regulation), what determines media content (including media bias), and the effects of new technologies. The book provides a powerful introduction for those interested in starting research in media economics. - Helps academic and non-academic economists understand recent rapid changes in theoretical and empirical advances, in structural empirical methods, and in the media industry's connection with the democratic process - Presents the only detailed summary of media economics that emphasizes political economy, merger policy, and competition policy - Pays special attention to the economic influences of the Internet, including developments in social media, user-generated content, and advertising, as well as the Internet's effects on newspapers, radio, and television
Download or read book Handbook of Media Economics written by Simon P. Anderson and published by Elsevier. This book was released on 2015-11-17 with total page 820 pages. Available in PDF, EPUB and Kindle. Book excerpt: Handbook of Media Economics provides valuable information on a unique field that has its own theories, evidence, and policies. Understanding the media is important for society, and while new technologies are altering the media, they are also affecting our understanding of their economics. Chapters span the large scope of media economics, simultaneously offering in-depth analysis of particular topics, including the economics of why media are important, how media work (including financing sources, institutional settings, and regulation), what determines media content (including media bias), and the effects of new technologies. The volumes provide a powerful introduction for those interested in starting research in media economics. - Helps academic and non-academic economists understand recent rapid changes in theoretical and empirical advances, in structural empirical methods, and in the media industry's connection with the democratic process - Presents the only detailed summary of media economics that emphasizes political economy, merger policy, and competition policy - Pays special attention to the economic influences of the Internet, including developments in social media, user-generated content, and advertising, as well as the Internet's effects on newspapers, radio, and television
Download or read book E Life Web Enabled Convergence of Commerce Work and Social Life written by Vijayan Sugumaran and published by Springer. This book was released on 2016-08-31 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book constitutes the refereed proceedings of the Workshop on E-Business (WeB 2015), held in Fort Worth, Texas, USA, on December 12, 2015. The theme of WeB 2015 was “Leveraging Service Computing and Big Data Analytics for E-Commerce”, and thus the workshop provided an interactive forum by bringing together researchers and practitioners from all over the world to explore the latest challenges of next-generation e-Business systems and the potential of service computing and big data analytics. The 11 full and 17 short papers, which were selected from 45 submissions to the workshop, addressed a broad coverage of technical, managerial, economic, and strategic issues related to e-business, with emphasis on service computing and big data analytics. They employed various IS research methods such as case study, survey, analytical modeling, experiments, computational models, and design science.
Download or read book Handbook of Pricing Research in Marketing written by Vithala R. Rao and published by Edward Elgar Publishing. This book was released on 2009 with total page 617 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Download or read book JMR Journal of Marketing Research written by and published by . This book was released on 2005 with total page 570 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Industrial Organization written by Don E. Waldman and published by Routledge. This book was released on 2016-07-01 with total page 758 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written solely for the undergraduate audience, Industrial Organization: Theory and Practice, which features early coverage of Antitrust, punctuates its modern introduction to industrial organization with relevant empirical data and case studies to show students how to apply theoretical tools.
Download or read book Handbook of the Economics of Marketing written by and published by Elsevier. This book was released on 2019-09-19 with total page 634 pages. Available in PDF, EPUB and Kindle. Book excerpt: Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. - Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing - Designed for economists already convinced of the benefits of applying economics tools to marketing - Written for those who wish to become quickly acquainted with the integration of marketing and economics
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Download or read book Understanding the Metaverse and its Technological Marvels written by Palanichamy Naveen and published by Cambridge Scholars Publishing. This book was released on 2023-12-11 with total page 643 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the burgeoning realm of the Metaverse, where virtual reality (VR), augmented reality (AR), blockchain, and artificial intelligence (AI) converge. Its primary purpose is to provide readers with a comprehensive understanding of the Metaverse's potential, challenges, and ethical considerations. The Metaverse is a rapidly evolving digital landscape, and this book is needed to serve as a guide through its complexities. It employs a multidisciplinary approach, drawing insights from technology, ethics, sociology, and economics. Methodologically, it combines in-depth research, case studies, and expert perspectives to provide a holistic view of the subject. Key findings include the transformative power of the Metaverse in diverse fields, such as education, healthcare, and commerce, but also the need for responsible development to address privacy, security, and inclusivity concerns. In short, the book provides practical insights for industry professionals seeking to navigate this new digital frontier, ensuring the Metaverse benefits society while minimizing its risks.
Download or read book The Handbook of Technology Management Supply Chain Management Marketing and Advertising and Global Management written by Hossein Bidgoli and published by John Wiley & Sons. This book was released on 2010-01-12 with total page 961 pages. Available in PDF, EPUB and Kindle. Book excerpt: The discipline of technology management focuses on the scientific, engineering, and management issues related to the commercial introduction of new technologies. Although more than thirty U.S. universities offer PhD programs in the subject, there has never been a single comprehensive resource dedicated to technology management. "The Handbook of Technology Management" fills that gap with coverage of all the core topics and applications in the field. Edited by the renowned Doctor Hossein Bidgoli, the three volumes here include all the basics for students, educators, and practitioners
Download or read book Handbook of Research on Distribution Channels written by Charles A. Ingene and published by Edward Elgar Publishing. This book was released on 2019 with total page 599 pages. Available in PDF, EPUB and Kindle. Book excerpt: Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.
Download or read book MBA Concepts and Frameworks Tools for Working Professionals written by Ohene Aku Kwapong and published by Songhai. This book was released on 2005-04 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: The objective of this book is to provide the fundamental building blocks of an MBA education so working professionals can become more effective in solving business problems.
Download or read book Influencing Customer Demand written by Mahya Hemmati and published by CRC Press. This book was released on 2021-07-21 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s competitive markets, considering the demand and the supply chain sides is crucial to keeping revenue and customer satisfaction maximized. Managing and planning demand play a vital role in the sustainability of a company. This is the first book to the discuss managerial, mathematical, and conceptual framework of influencing factors on demand along with accurate mathematical analyses to evaluate and raise revenue. The book provides an understanding of the key elements that impact buyer demand. It presents the mathematical relationship between the influencing factors and the demand functions. It discusses the methods used for inspiring demand, how to measure demand dependency on components such as price, quality, and inventory, and it helps management improve alignment between supply and demand by affecting the level and understanding of the role within supply chain management (SCM). This book is applicable for the professional as well as for academia. It can help those working in SCM, project management, production, inventory control, scheduling, engineering management, retail management, and operations management.
Download or read book Games in Management Science written by Pierre-Olivier Pineau and published by Springer. This book was released on 2019-08-14 with total page 417 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book covers a large spectrum of cutting-edge game theory applications in management science in which Professor Georges Zaccour has made significant contributions. The book consists of 21 chapters and highlights the latest treatments of game theory in various areas, including marketing, supply chains, energy and environmental management, and cyber defense. With this book, former Ph.D. students and successful research collaborators of Professor Zaccour wish to honor his many scientific achievements.
Download or read book RFID Technology Integration for Business Performance Improvement written by Lee, In and published by IGI Global. This book was released on 2014-07-31 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: The development of radio-frequency electromagnetic fields for wireless data transmission has presented several new opportunities for sharing, tracking, and reading digital information in various industries. RFID Technology Integration for Business Performance Improvement presents emerging research surrounding the use and value of Radio Frequency Identification (RFID) technology for cost reduction, supply chain improvement, inventory management, and partner relationship management. This publication is ideal for use by business managers, researchers, academics, and advanced-level students seeking research on the management strategies, operational techniques, opportunities, and challenges of implementing and using this new technology in a business setting.
Download or read book An Economic Theory of Managerial Firms written by Luca Lambertini and published by Taylor & Francis. This book was released on 2017-04-21 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: The separation between ownership and control has become common practice over the last century, in most medium and large firms across the world. Throughout the twentieth century, the theory of the firm and the theory of industrial organization developed parallel and complementary views on managerial firms. This book offers a comprehensive exposition of this debate. In its survey of strategic delegation in oligopoly games, An Economic Theory of Managerial Firms is able to offer a reinterpretation of a range of standard results in the light of the fact that the control of firms is generally not in the hand of its owners. The theoretical models are supported by a wealth of real-world examples, in order to provide a study of strategic delegation that is far more in-depth than has previously been found in the literature on industrial organization. In this volume, analysis is extended in several directions to cover applications concerning the role of: managerial firms in mixed market; collusion and mergers; divisionalization and vertical relations; technical progress; product differentiation; international trade; environmental issues; and the intertemporal growth of firms. This book is of great interest to those who study industrial economics, organizational studies and industrial studies.
