Liu, Yongmei; Sun, Yuhua; Hu, Junhua - In: Journal of Industrial Engineering and Management (JIEM) 6 (2013) 1, pp. 89-103
traditional channel and co-op advertising model under dual channel, to select optimal channel structure to sell products for …/methodology/approach: Stackelberg game theoretical is used to develop two co-op advertising models: co-op advertising model under traditional channel … considering different marketing channel structures. First, we discuss the traditional channel co-op adverting model and the dual …