摘要 : In the literature of cooperative (co-op) advertising, the focus of research is on a relationship in which a manufacturer is the leader and retailers are followers. This relationship implies the dominance of the manufacturer over r... 展开
作者 | Zhimin Huang Susan X. Li |
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作者单位 | |
期刊名称 | 《European Journal of Operational Research 》 |
总页数 | 18 |
语种/中图分类号 | 英语 / O22 |
关键词 | decision analysis game theory co-op advertising equilibrium coordination bargaining problems utilities |
馆藏号 | N2008EPST0000756 |