A game-theoretic model for co-promotions : choosing a complementary versus an independent product ally

Salma Karray; Simon Pierre Sigué

Year of publication:	2015
Authors:	Karray, Salma ; Sigué, Simon Pierre
Published in:	Omega : the international journal of management science. - Oxford [u.a.] : Elsevier, ISSN 0305-0483, ZDB-ID 124502-8. - Vol. 54.2015, p. 84-100
Subject:	Promotional alliance \| Complementary product \| Joint promotion \| Independent product \| Game theory \| Marketing-OR interface \| Spieltheorie \| Strategische Allianz \| Strategic alliance

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