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| Author: | Jorgensen, S. |
| Title: | Dynamic cooperative advertising in a channel |
| Journal: | Journal of REtailing
2000 : SPRING, VOL. 76:1, p. 71-92 |
| Index terms: | ADVERTISING RETAILING DYNAMIC MODELS |
| Language: | eng |
| Abstract: | The paper studies a two-member channel in which a manufacture and an exclusive retailer can make advertising expenditures that have both short and long term impacts on the retailer's sales. The manufacturer can also support both retailer's advertising efforts through a cooperative advertising program. Four scenarios are considered. In all cases the authors assume that the manufacturer wishes to coordinate the channel so as to obtain maximum profits for himself. |
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