Cooperative advertising with a strong retailer and a weak manufacturer : a closser look at the consumer electronics industry
Year of publication: |
2014
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Authors: | Guceri-Ucar, Gozem ; Koch, Stefan |
Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-878X, ZDB-ID 2193394-7. - Vol. 9.2014, 4, p. 408-420
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Subject: | cooperative advertising | retail | consumer electronics | game theory | Unterhaltungselektronik-Industrie | Consumer electronics industry | Einzelhandel | Retail trade | Werbung | Advertising | Spieltheorie | Game theory | Elektronikindustrie | Electronics industry | Unternehmenskooperation | Inter-firm cooperation |
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