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       Review of Marketing and Agricultural Economics (preceeding title: Monthly Marketing Review) >
          Volume 36, Number 04, December 1968 >

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Title: An Economic Evaluation of Contract Marketing
Authors: Phillips, John
Issue Date: 1968-12
Abstract: This paper analyses the efficiency consequences of the introduction of contract marketing. It interprets contracts as a means for extending the use of information and increasing the efficiency of its transmission. It is shown that the present system, based on spot markets, falls short of the ideal in which the marginal value product of informational resources equals their marginal cost, marginal cost being the least technically possible. Contracting reduces this disparity and in so doing improves short and long run resource allocation, accelerates innovation, diminishes overhead costs and enhances the efficiency of obtaining information.
Institution/Association: Review of Marketing and Agricultural Economics>Volume 36, Number 04, December 1968
Total Pages: 10
Language: English
From Page: 155
To Page: 164
Collections:Volume 36, Number 04, December 1968

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