Manufacturer's cooperative advertising, demand uncertainty, and information sharing
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- Martín-Herrán, Guiomar & Sigué, Simon P., 2017. "An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?," Journal of Business Research, Elsevier, vol. 70(C), pages 67-73.
More about this item
KeywordsMarketing strategy; Dual channels; Advertising; Information distortion; Channel coordination;
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