Fighting store brands through the strategic timing of pricing and advertising decisions
Year of publication: |
2019
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Authors: | Karray, Salma ; Martín Herrán, Guiomar |
Published in: |
European journal of operational research : EJOR. - Amsterdam : Elsevier, ISSN 0377-2217, ZDB-ID 243003-4. - Vol. 275.2019, 2 (1.6.), p. 635-647
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Subject: | OR in Marketing | Advertising and pricing | Decision timing | Store and national brands | Game theory | Spieltheorie | Werbung | Advertising | Preismanagement | Pricing strategy | Markenführung | Brand management | Markenartikel | Brand | Handelsmarke | Store brand | Einzelhandel | Retail trade | Marketingmanagement | Marketing management |
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