Spais, George S.; Papakonstantinidis, Leonidas A. - In: World Review of Entrepreneurship, Management and … 10 (2014) 2/3, pp. 372-404
potential evolutions and research challenges considering the evolution of the scholarly research in the cooperative advertising … deepened the understanding of how the underlined six key concepts influence the cooperative advertising theme. Trend analyses … cooperative advertising campaigns, based on a survey (pilot study). The comparison of the research results of the two studies …