A strategic study on dynamic investment of online advertising in two-echelon supply chain disturbed by the spillover effect
Year of publication: |
2024
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Authors: | Zhou, Huini ; Wu, Peng ; Tan, Yong |
Published in: |
International journal of logistics : research and applications. - London [u.a.] : Taylor & Francis, ISSN 1469-848X, ZDB-ID 2020197-7. - Vol. 27.2024, 5, p. 604-648
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Subject: | bargaining model | Differential game | online advertising | spillover effect | Spillover-Effekt | Spillover effect | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Lieferkette | Supply chain | Spieltheorie | Game theory |
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