Liu, Yongmei; Sun, Yuhua; Hu, Junhua - In: Journal of industrial engineering and management : JIEM 6 (2013) 1, pp. 89-103
/methodology/approach: Stackelberg game theoretical is used to develop two co-op advertising models: co-op advertising model under traditional channel … channel co-op advertising model based on Stackelberg game theoretical, and we derive optimal co-op advertising strategies …