Cross-brand and cross-channel advertising strategies in a dual-channel supply chain

DOI10.1051/RO/2018091MaRDI QIDQ3389378zbMATH OpenOpenAlexWikidataFDO

Authors Li Wen Liu, Lingli Wu, Xianpei Hong

Publication date 10 May 2021

Published in RAIRO - Operations Research (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1051/ro/2018091

zbMATH Keywords

advertisingsupply chain managementdual-channelnational brandprivate brand

Mathematics Subject Classification ID

Management decision making, including multiple objectives (90B50) Marketing, advertising (90B60) Inventory, storage, reservoirs (90B05)

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• Pricing and advertising of private and national brands in a dynamic marketing channel
• A review of bricks-and-clicks dual-channels literature: trends and opportunities
• National brand’s promotional pricing and advertising policies: spillover effect and quality difference

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