Earlier quoted context omitted.
> Are marketing cost and G&A (general and administrative) increasing as a fraction of cost of goods/services sold? Perhaps it's the overhead of capitalism. Marketing has a special feature - in a competitive market, it becomes a zero-sum game. You're putting an ever-increasing amount of money into it, but getting only marginal gains out of it. It's a coordination problem. As the industry grows, you end up with chains…
Except advertising is a stable share of GDP over time. It just shifts channels.
My hypothesis: the optimal amount of advertising spend on a big-picture basis is far less than the actual amount, maybe by an order of magnitude - but a competitive market economy won't get there without some heavy disincentives applied by the state or the public (no tax deductions; "centralized" neutral marketing by journals, blogs, Amazon reviews and clubs like Consumer Reports or Stiftung Warentest; heavy penalties for astroturfing/perverting such neutral reviews etc.).