Advertising strategies in a franchise system
type: Item
instance of: scholarly article
title: Advertising strategies in a franchise system
zbMATH Open document ID: 1163.90576
published in: European Journal of Operational Research
publication date: 2009-06-29T00:00:00Z
Mathematics Subject Classification ID: 90B60
zbMATH DE Number: 5571326
zbMATH Keywords: game theory
zbMATH Keywords: marketing
zbMATH Keywords: franchising
zbMATH Keywords: cooperative advertising
zbMATH Keywords: horizontal cooperation
author: Simon P. Sigue
author: Pradeep Chintagunta
MaRDI profile type: Publication
full work available at URL: j.ejor.2008.09.027
OpenAlex ID: W2000192503
cites work: A Note on Feedback Sequential Equilibria in a Lanchester Model with Empirical Application
cites work: Empirical Analysis of Closed-Loop Duopoly Advertising Strategies
cites work: Stackelberg leadership in a marketing channel
cites work: Retail promotions with negative brand image effects: Is cooperation possible?
cites work: Q3417938
cites work: Dynamics of competing with quality- and advertising-based goodwill
cites work: Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount
DOI: 10.1016/J.EJOR.2008.09.027
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description: scientific article; zbMATH DE number 5571326