TY  - JOUR 
AU  - Karray, Salma
AU  - Martín Herrán, Guiomar
AU  - Sigué, Simon-Pierre
PY  - 2022
SN  - 0969-6989
UR  - https://uvadoc.uva.es/handle/10324/51365
AB  - This paper investigates how should manufacturers optimally allocate resources to retailer-initiated (retailer) advertising through cooperative advertising programs and own (manufacturer) advertising in a bilateral monopoly. Retailer advertising...
LA  - spa
KW  - Marketing channels
KW  - Canales de marketing
KW  - Advertising
KW  - Publicidad
KW  - Pricing
KW  - Precios - Fijación
TI  - Managing advertising investments in marketing channels
DO  - 10.1016/j.jretconser.2021.102852
ER  -