Is persuasive advertising always combative in a distribution channel?
Year of publication: |
2009
|
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Authors: | Wu, Chi-cheng ; Chen, Ying-Ju ; Wang, Chih-jen |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 28.2009, 6, p. 1157-1163
|
Subject: | Werbung | Advertising | Werbepsychologie | Psychology of advertising | Wettbewerb | Competition | Vertriebsweg | Distribution channel | Spieltheorie | Game theory |
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