基于一个博弈论方法的简单供应链合作广告模型

[1] The costly bargain of trade promotion. Buzzell R D,Quelch J A,Salmon W J. Harvard Business . 1990

[2] The role of advertising in the retail marketing mix. Fulop C. International Journal of Advertising . 1988

[3] Analysis of cooperative advertising expenditures: A transfer -func-tion modeling approach. Somers T M,Gupta Y P,Herriott S R. Journal of Advertising Research, 1990, (October -November ) .

[4] Aggregate advertising models: The state of the art. Little J D C. Operations Research . 1979

[5] Consumer behavior , retailer -power and market performance in consumer goods industries. Porter M E. The Review of Economics and Statistics . 1974

[1] The costly bargain of trade promotion. Buzzell R D,Quelch J A,Salmon W J. Harvard Business . 1990

[2] The role of advertising in the retail marketing mix. Fulop C. International Journal of Advertising . 1988

[3] Analysis of cooperative advertising expenditures: A transfer -func-tion modeling approach. Somers T M,Gupta Y P,Herriott S R. Journal of Advertising Research, 1990, (October -November ) .

[4] Aggregate advertising models: The state of the art. Little J D C. Operations Research . 1979

[5] Consumer behavior , retailer -power and market performance in consumer goods industries. Porter M E. The Review of Economics and Statistics . 1974