Silk, Alvin J.; Berndt, Ernst R. - In: Marketing Science 12 (1993) 1, pp. 53-72
agency raises its gross income by serving more accounts and/or larger accounts. Economies of scope appear when cost savings … separately. How important are economies of scale and scope in advertising agency operations? In this paper cost models are … reported here indicates that both scale and particularly scope economies are highly significant in the operations of U …