TY  - JOUR 
TI  - Economías de escala publicitarias en grandes empresas en México 2008-2011
PB  - Universidad Icesi
PY  - 2014
issn 01235923
AB  - The objective of this paper is to analyze the impact of advertising by big companies in Mexico. By a
quantification of sales-advertising elasticity at company level this article classifies advertising economies
or diseconomies of scale. The results suggest the presence of advertising scale economies in Walmart and
Telcel and advertising scale diseconomies for the rest. Finally, a discussion is presented on the advantages
and disadvantages of the results
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Estudios Gerenciales
KW  - Advertising economies of scale
KW  - Advertising intensity
KW  - Economía
KW  - Ventas
KW  - Publicidad
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1758
ER  -