This article starts with a commentary about the paradoxical nature of advertising from Pierre Berthon at Bentley College and Leyland Pitt at Simon Fraser University, which asks serious questions about the nature of advertising and the inherent conflict in the increasing advertising expenditure levels in markets that are highly competitive, raising the possibility that advertising does not make markets more efficient.
Professor John Ford
Old Dominion University, Virginia, USA
The Comments section for this issue will veer slightly from the format that has been adopted for the previous three issues. We recently received a commentary about the paradoxical nature...