Modeling brand advertising with heterogeneous consumer response: channel implications
type: Item
instance of: scholarly article
title: Modeling brand advertising with heterogeneous consumer response: channel implications
zbMATH Open document ID: 1358.90063
author: Salma Karray
published in: Annals of Operations Research
publication date: 2015-11-09T00:00:00Z
Mathematics Subject Classification ID: 90B60
Mathematics Subject Classification ID: 91A80
zbMATH DE Number: 6505786
zbMATH Keywords: advertising
zbMATH Keywords: pricing
zbMATH Keywords: distribution channel
zbMATH Keywords: game theory
zbMATH Keywords: heterogeneity
zbMATH Keywords: marketing/OR interface
MaRDI profile type: Publication
full work available at URL: s10479-014-1656-9
OpenAlex ID: W1978565906
cites work: Equilibrium pricing and advertising strategies in a marketing channel
cites work: Cooperative advertising in a marketing channel
cites work: A dynamic model for advertising and pricing competition between national and store brands
cites work: EFFECTIVENESS OF COOP ADVERTISING PROGRAMS IN COMPETITIVE DISTRIBUTION CHANNELS
DOI: 10.1007/S10479-014-1656-9
description: scientific article; zbMATH DE number 6505786