Dynamic cooperative advertising under manufacturer and retailer level competition
(2018)
Journal Article
Chutani, A., & Sethi, S. P. (2018). Dynamic cooperative advertising under manufacturer and retailer level competition. European Journal of Operational Research, 268(2), https://doi.org/10.1016/j.ejor.2018.02.027
We study dynamic cooperative advertising decisions in a market that consists of a finite number of independent manufacturers and retailers. Each manufacturer sells its product through all retailers and can offer different levels of advertising suppor... Read More about Dynamic cooperative advertising under manufacturer and retailer level competition.