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Managing advertising investments in marketing channels
Karray, Salma; Martín Herrán, Guiomar; Sigué, Simon … - In: Journal of retailing and consumer services 65 (2022), pp. 1-16
Persistent link: https://www.econbiz.de/10013169665
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Retailer and manufacturer advertising scheduling in a marketing channel
Martín Herrán, Guiomar; Sigué, Simon Pierre - In: Journal of business research : JBR 78 (2017), pp. 93-100
Persistent link: https://www.econbiz.de/10011736245
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An integrative framework of cooperative advertising : should manufacturers continuously support retailer advertising?
Martín Herrán, Guiomar; Sigué, Simon Pierre - In: Journal of business research : JBR 70 (2017), pp. 67-73
Persistent link: https://www.econbiz.de/10011620251
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An integrative framework of cooperative advertising with reference price effects
Martín Herrán, Guiomar; Sigué, Simon Pierre - In: Journal of retailing and consumer services 70 (2023), pp. 1-16
Persistent link: https://www.econbiz.de/10014240284