Coordination in multibrand, multimedia advertising : is it always a good thing?
Wangsheng Zhu, Subodha Kumar, Vijay Mookerjee
| Year of publication: |
2024
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|---|---|
| Authors: | Zhu, Wangsheng ; Kumar, Subodha ; Mookerjee, Vijay S. |
| Published in: |
Information systems research : ISR. - Linthicum, Md. : INFORMS, ISSN 1526-5536, ZDB-ID 2027203-0. - Vol. 35.2024, 3, p. 1011-1033
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| Subject: | advertising coordination | advertising optimization | multibrand retailer | multichannel retailer | stochastic differential equation | Werbung | Advertising | Einzelhandel | Retail trade | Theorie | Theory | Multimedia | Vertriebsweg | Distribution channel | Koordination | Coordination |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/isre.2022.0283 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192722