Assessing the profitability of cooperative advertising programs in competing channels
Year of publication: |
May 2017
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Authors: | Karray, Salma ; Martín Herrán, Guiomar ; Zaccour, Georges |
Published in: |
International journal of production economics. - Amsterdam [u.a.] : Elsevier, ISSN 0925-5273, ZDB-ID 1092526-0. - Vol. 187.2017, p. 142-158
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Subject: | Marketing-OR interface | Distribution channels | Cooperative advertising | Game theory | Spieltheorie | Vertriebsweg | Distribution channel | Werbung | Advertising | Unternehmenskooperation | Inter-firm cooperation | Lieferkette | Supply chain |
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