Dynamic cooperative advertising under manufacturer and retailer level competition
We study dynamic cooperative advertising decisions in a market that consists of a finite number of independent manufacturers and retailers. Each manufacturer sells its product through all retailers and can offer different levels of advertising support to the retailers. Each retailer sells every manu...
| Main Authors: | , |
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| Format: | Article |
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Elsevier
2018
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/50676/ |