Advertising in a distribution channel

Marketing Science

Volumn 23, Issue 4, 2004, Pages

  Shaffer, Greg ^a   Zettelmeyer, Florian ^b,c  

^a UNIVERSITY OF ROCHESTER   (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

^c NATIONAL BUREAU OF ECONOMIC RESEARCH   (United States)

Author keywords

Advertising; Bargaining; Channel conflict; Channel coordination; Differentiation; Distribution channel; Game theory

Indexed keywords

EID: 3042710320     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.1040.0084     Document Type: Article

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