Browsing Faculty Publications by Author "Zaccour, Georges"
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Assessing the profitability of cooperative advertising programs in competing channels
Karray, Salma; Martin-Herran, Guiomar; Zaccour, Georges (Elsevier, 2017-02)A large literature studied the profitability (effectiveness) of cooperative advertising programs (CAPs) in distribution channels, but very few studies modeled pricing decisions in competitive markets under different channel ...