Browsing Faculty Publications by Subject "Cooperative Advertising; Supply Chain Management; Game Theory; Marketing-OR Interface"
Now showing items 1-1 of 1
-
Cooperative advertising for competing manufacturers: The impact of long-term promotional effects
(ScienceDirect, 2017-02)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 ...