An exploratory analysis of the determinants of cooperative advertising participation rates

Marketing Letters

Volumn 17, Issue 2, 2006, Pages 91-102

  Nagler, Matthew G ^a  

^a CITY UNIVERSITY OF NEW YORK   (United States)

Author keywords

Cooperative advertising; Discrete choice models; National advertising

Indexed keywords

EID: 33646539773     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-006-4387-0     Document Type: Review

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