An integrative framework of cooperative advertising : should manufacturers continuously support retailer advertising?
Guiomar Martín-Herrán, Simon P. Sigué
| Year of publication: |
January 2017
|
|---|---|
| Authors: | Martín Herrán, Guiomar ; Sigué, Simon Pierre |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 70.2017, p. 67-73
|
| Subject: | Cooperative advertising | Game theory | Pricing | Retailer advertising | Werbung | Advertising | Spieltheorie | Einzelhandel | Retail trade | Preismanagement | Pricing strategy | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2016.07.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011620251