A theory of combative advertising

Marketing Science

Volumn 28, Issue 1, 2009, Pages 1-19

  Chen, Yuxin ^a,b   Joshi, Yogesh V ^c   Raju, Jagmohan S ^d   Zhang, Z John ^d  

^a NEW YORK UNIVERSITY   (United States)

^b Cheung Kong Graduate School of Business   (China)

^c UNIVERSITY OF MARYLAND   (United States)

^d UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

Advertising; Competitive strategy; Game theory; Persuasion; Preference shifts; Prisoner's dilemma

Indexed keywords

EID: 67449152700     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1080.0385     Document Type: Article

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