Vertical Cooperative Advertising Strategies in A Supply Chain
碩士 === 國立臺北商業技術學院 === 商學研究所 === 94 === Cooperative advertising is a common channel coordination mechanism in marketing domain. Manufacturers and retailers within a supply chain could share the responsibility on national and local advertising for sales promotion activities. Most literature of coopera...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/52880887578915367643 |