Generic advertising, brand advertising and price competition : an analysis of free-riding effects and coordination mechanisms
Year of publication: |
2010
|
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Authors: | Roma, Paolo ; Perrone, Giovanni |
Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 8.2010, 1, p. 1-26
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Subject: | Werbung | Advertising | Theorie | Theory | Preiswettbewerb | Price competition | Markenartikel | Brand | Markenführung | Brand management | Preismanagement | Pricing strategy | Werbewirkung | Advertising effects |
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