The advertising agency selection contest : a competitive auction with an incumbent, differential qualities, and partially reimbursed participation costs
Year of publication: |
2010
|
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Authors: | Horsky, Sharon ; Horsky, Dan ; Zeithammer, Robert |
Publisher: |
Rochester, NY : Simon Graduate School of Business, Univ. of Rochester |
Subject: | Werbeplanung | Advertising planning | Werbewirtschaft | Advertising industry | Dienstleistungsqualität | Service quality | Wettbewerb | Competition | Kreativität | Creativity | Niedrigpreisstrategie | Low-cost strategy | Auktionstheorie | Auction theory |
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