Advertising strategies in a franchise system

European Journal of Operational Research

Volumn 198, Issue 2, 2009, Pages 655-665

  Sigué, Simon Pierre ^a   Chintagunta, Pradeep ^b  

^a ATHABASCA UNIVERSITY   (Canada)

^b UNIVERSITY OF CHICAGO   (United States)

Author keywords

Cooperative advertising; Franchising; Game theory; Horizontal cooperation; Marketing

Indexed keywords

MARKETING;

ADVERTISING MODELS; ADVERTISING STRATEGIES; COOPERATIVE ADVERTISING; FRANCHISING; HORIZONTAL COOPERATION; TWO STAGES;

GAME THEORY;

EID: 63349111008     PISSN: 03772217     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ejor.2008.09.027     Document Type: Article

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