...signs, experience, physique, or biography, etc. directly to end-users and consumers. This is a return to pre-industrial times when artisans ruled the... ...to whole segments of the industry (e.g., small, or web-based publishers). Consumers - inundated, disappointed and exhausted - will pay a premium for ... ... to centralized, continuously updated, "addressbooks" of clients (stores, consumers, media, etc.). This reduces the time to market and increases eff... ...tion and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk." T... ...conversion from exposure to a marketing message (even from peers within a consumer network) - to an actual sale is a convoluted, multi-layered, high... ...is case be more readily tolerated as a marginal phenomenon. This is the theory. But the facts are tellingly different. The less the cost of product... ...is not the main function of the advertising dollar. Modern economic signal theory has cast advertising in a new and surprising - though by no means c... ...prising - though by no means counterintuitive - light. According to this theory, the role of advertising is to signal to the marketplace the adverti... ... (CEE). Broadband and e-commerce are distant rumors (ISDN is available in theory but not so in practice - DSL and ADSL are not available at all). Ra...

...unias at very close to the cost of growing them and bringing them to market. Consumer desires are satisfied and productive resources are allocated effic... ... sound so good. Patents, by contrast, keep the knowledge public, at least in theory; 3 you must describe it to own it.) And again, decisions about the... ...o the economists, the answer is that trademark law does two things. It saves consumers time. We have good reason to believe that a soap that says “Ivo... ...at quality and commercial information flow regulate themselves, with rational consumers judging among goods of consistent quality produced by manufac- ... ...xclude others from one’s trade name, symbol, or slogan produces a market for consumer information in which firms have incentives to establish quality b... ...formation in which firms have incentives to establish quality brand names and consumers can rely on the meaning and the stability of the logos that sur... ... could turn to the cutting edge of technology or to economics or information theory. But none of those would be as useful a starting place as a letter... ... one of the supporters of copyright extension declared that it was merely “a theory” that monopoly makes things expensive. Macaulay agrees, tongue in ... ... monopoly makes things expensive. Macaulay agrees, tongue in cheek. “It is a theory in Chapter 2 22 -1 ___ 0 ___ 1 ___ 37278_u01.qxd 8/28/08 11:04 A...