期刊：Marketing Science [Institute for Operations Research and the Management Sciences] 日期：2018-10-23卷期号：38 (1): 44-67被引量：35
标识
DOI：10.1287/mksc.2018.1111
摘要
The authors build a game-theoretic model to investigate how a manufacturer and its retailers should coordinate in search advertising and prescribe the manufacturer’s optimal cooperative search advertising strategy.
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