Horizontal cooperative programmes and cooperative advertising

International Journal of Production Research

Volumn 52, Issue 3, 2014, Pages 691-712

  Zhang, Juan ^a   Gou, Qinglong ^a   Liang, Liang ^a   Huang, Zhimin ^b   Ashley, Allan ^b  

^a UNIVERSITY OF SCIENCE AND TECHNOLOGY OF CHINA   (China)

^b ADELPHI UNIVERSITY   (United States)

Author keywords

cooperative advertising; cooperative programme; differential game; goodwill; OR in marketing; supply chain management

Indexed keywords

ADVERTISING STRATEGY; CONTRACTUAL ALLIANCES; COOPERATIVE ADVERTISINGS; COOPERATIVE PROGRAMME; COOPERATIVE SCENARIOS; DIFFERENTIAL GAME THEORY; DIFFERENTIAL GAMES; GOODWILL;

INDUSTRY; PROFITABILITY; SUPPLY CHAIN MANAGEMENT; WAGES;

MARKETING;

EID: 84893703239     PISSN: 00207543     EISSN: 1366588X     Source Type: Journal    
DOI: 10.1080/00207543.2013.827809     Document Type: Article

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