TY  - JOUR 
AU  - Martín Herrán, Guiomar
AU  - Sigué, Simon-Pierre
PY  - 2019
SN  - 0969-6016
UR  - http://uvadoc.uva.es/handle/10324/39096
AB  - This paper investigates how two competing manufacturers should invest in
defensive and offensive advertising in a two-segment market and whether they
should each adopt a decentralized or an integrated channel if \ their goal
is to maximize total...
LA  - spa
TI  - Manufacturer defensive and offensive advertising in competing distribution channels
DO  - 10.1111/itor.12693
ER  -