TY  - JOUR 
AU  - Martín Herrán, Guiomar
AU  - Sigué, Simon-Pierre
PY  - 2020
SN  - 0969-6016
SN  - 1475-3995
UR  - https://uvadoc.uva.es/handle/10324/51424
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 channel...
LA  - spa
PB  - Wiley
TI  - Manufacturer defensive and offensive advertising in competing distribution channels
DO  - 10.1111/itor.12693
ER  -