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An integrative framework of cooperative advertising with reference price effects
Martín Herrán, Guiomar; Sigué, Simon Pierre - In: Journal of retailing and consumer services 70 (2023), pp. 1-16
Persistent link: https://www.econbiz.de/10014240284
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Investigating the relationship between advertising and pricing in a channel with private label offering : a theoretic model
Karray, Salma; Martín Herrán, Guiomar - In: Review of marketing science 6 (2008) 1, pp. 1-37
Persistent link: https://www.econbiz.de/10003888806
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Retailer and manufacturer advertising scheduling in a marketing channel
Martín Herrán, Guiomar; Sigué, Simon Pierre - In: Journal of business research : JBR 78 (2017), pp. 93-100
Persistent link: https://www.econbiz.de/10011736245
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Assessing the profitability of cooperative advertising programs in competing channels
Karray, Salma; Martín Herrán, Guiomar; Zaccour, Georges - In: International journal of production economics 187 (2017), pp. 142-158
Persistent link: https://www.econbiz.de/10011705120
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An integrative framework of cooperative advertising : should manufacturers continuously support retailer advertising?
Martín Herrán, Guiomar; Sigué, Simon Pierre - In: Journal of business research : JBR 70 (2017), pp. 67-73
Persistent link: https://www.econbiz.de/10011620251
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Cooperative advertising for competing manufacturers : the impact of long-term promotional effects
Karray, Salma; Martín Herrán, Guiomar; Sigué, Simon … - In: International journal of production economics 184 (2017), pp. 21-32
Persistent link: https://www.econbiz.de/10011642476