The strategic value of cooperative advertising in the dual-channel competition
Year of publication: |
2015
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Authors: | Yan, Ruiliang ; Pei, Zhi |
Published in: |
International journal of electronic commerce : IJEC. - Philadelphia, Pa. : Routledge, Taylor & Francis Group, ISSN 1086-4415, ZDB-ID 1402660-0. - Vol. 19.2014/2015, 3, p. 118-143
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Subject: | Marketing strategies | multichannel commerce | e-tail | cooperative advertising | channel coordination | game theory | Spieltheorie | Game theory | Vertriebsweg | Distribution channel | Werbung | Advertising | Marketingmanagement | Marketing management | Unternehmenskooperation | Inter-firm cooperation | Kooperatives Spiel | Cooperative game |
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