Horizontal cooperative advertising with advertising threshold effects
Year of publication: |
2021
|
---|---|
Authors: | Yu, Lili ; He, Xiuli ; Juanjuan, Zhang ; Xu, Chuanyong |
Published in: |
Omega : the international journal of management science. - Oxford [u.a.] : Elsevier, ISSN 0305-0483, ZDB-ID 124502-8. - Vol. 98.2021, p. 1-14
|
Subject: | Cooperative advertising | Advertising threshold effect | Game theory | Marketing-operations interface | Werbung | Advertising | Spieltheorie | Unternehmenskooperation | Inter-firm cooperation | Werbewirkung | Advertising effects |
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