Optimal generic and brand advertising efforts in a decentralized supply chain considering customer surplus
Peng Ma
| Year of publication: |
2021
|
|---|---|
| Authors: | Ma, Peng |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 60.2021, p. 1-15
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| Subject: | Advertising efforts | Consumer surplus | Pricing strategies | Supply chain management | Lieferkette | Supply chain | Preismanagement | Pricing strategy | Werbung | Advertising | Konsumentenrente | Markenartikel | Brand | 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.jretconser.2021.102502 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012502726