Cooperative advertising with a strong retailer and a weak manufacturer : a closser look at the consumer electronics industry
Gozem Guceri-Ucar and Stefan Koch
| Year of publication: |
2014
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|---|---|
| Authors: | Guceri-Ucar, Gozem ; Koch, Stefan |
| Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-878X, ZDB-ID 2193394-7. - Vol. 9.2014, 4, p. 408-420
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| Subject: | cooperative advertising | retail | consumer electronics | game theory | Spieltheorie | Game theory | Einzelhandel | Retail trade | Elektronikindustrie | Electronics industry | Werbung | Advertising | Unterhaltungselektronik-Industrie | Consumer electronics industry | Unterhaltungselektronik | Consumer electronics |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010490441