| Beteiligte: | , |
|---|---|
| In: | Marketing Science, 38, 2019, 1, S. 44-67 |
| veröffentlicht: |
Institute for Operations Research and the Management Sciences (INFORMS)
|
| Medientyp: | Artikel, E-Artikel |
| Umfang: | 44-67 |
|---|---|
| ISSN: |
0732-2399
1526-548X |
| DOI: | 10.1287/mksc.2018.1111 |
| veröffentlicht in: | Marketing Science |
| Sprache: | Englisch |
| Schlagwörter: | |
| Kollektion: | Institute for Operations Research and the Management Sciences (INFORMS) (CrossRef) |
<jats:p> The authors build a game-theoretic model to investigate how a manufacturer and its retailers should coordinate in search advertising and prescribe the manufacturer’s optimal cooperative search advertising strategy. </jats:p> |