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Cooperative advertising for competing manufacturers: The impact of long-term promotional effects
The effectiveness of cooperative advertising programs is studied in a market where two competing manufacturers deal with an exclusive retailer and two products. Two two-stage game theoretic models are developed to analyze ...
A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally
This paper studies the optimal choice of promotional partners in a three-firm market where two firms sell complementary products and a third firm sells an independent product. Game-theoretic models are developed to investigate ...
Should Companies Jointly Promote their Complementary Products when they Compete in other Product Categories?
Joint promotions, whereby companies pool marketing resources to promote their brands, are increasingly used to reduce marketing costs and develop common business opportunities, but formal knowledge about how they should ...