Cooperative advertising in competing supply chains and the long-term effects of retail advertising
Author:
Affiliation:
1. Marketing Department, University of Ontario Institute of Technology, Oshawa, Canada
2. IMUVA, Universidad de Valladolid, Valladolid, Spain
3. Marketing, Entrepeurship and Information Systems Department, Athabasca University, Athabasca, Canada
Funder
Natural Sciences and Engineering Research Council of Canada
Spanish Spanish MINECO
Junta de Castilla y León
FEDER
Athabasca University
Consejería de Educación, Junta de Castilla y León
European Regional Development Fund through the Agencia Estatal de Investigación.
Publisher
Informa UK Limited
Subject
Marketing,Management Science and Operations Research,Strategy and Management,Management Information Systems
Link
https://www.tandfonline.com/doi/pdf/10.1080/01605682.2021.1973350
Reference48 articles.
1. The Long-Term Effect of Marketing Strategy on Brand Sales
2. Cooperative advertising models in supply chain management: A review
3. Vertical cooperative advertising in a retailer duopoly
4. Barkholz, D. (2015). September 10. Toyota tells dealers that below-invoice ads are taboo. Automotive News. https://www.autonews.com/article/20150910/RETAIL07/150919980/toyota-tells-dealers-that-below-invoice-ads-are-taboo
5. Understanding Cooperative Advertising Participation Rates in Conventional Channels
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