Benefits of bilateral participation in cooperative advertising
Author:
Affiliation:
1. Department of Mathematical Sciences, Tsinghua University, Beijing, China;
2. Department of Business Administration, University of Delaware, Newark, DE, USA
Publisher
Informa UK Limited
Subject
Marketing,Management Science and Operations Research,Strategy and Management,Management Information Systems
Link
https://www.tandfonline.com/doi/pdf/10.1080/01605682.2019.1678405
Reference41 articles.
1. Cooperative advertising models in supply chain management: A review
2. Brand and Price Advertising in Online Markets
3. Understanding Cooperative Advertising Participation Rates in Conventional Channels
4. Vertical Cooperative Advertising Ventures
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2. The roles of cooperative advertising and endogenous online price discount in a dual-channel supply chain;Computers & Industrial Engineering;2023-02
3. Supply chain coordination in advertising and pricing with online advertising fraud;International Journal of Logistics Research and Applications;2022-12-09
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