Channel Selection and Co-op Advertising in Ecommerce Age

Yongmei Liu () and Yuhua Sun ()
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Yongmei Liu: Central South University
Yuhua Sun: Central South University

A chapter in LISS 2012, 2013, pp 195-201 from Springer

Abstract: Abstract The focus of this paper is channel selection and co-op advertising strategies in Ecommerce Age. We use Stackelberg game to develop two co-op advertising models under different channels. Then we compare the two models to select optimal channel and co-op advertising strategies. Furthermore, we analyze the impact of product web-fit on optimal strategies and illustrate by some numeral examples. Based on our results, we provide some significant and managerial insights, and derive some probable paths of future research.

Keywords: Channel selection; Co-op advertising; Stackelberg game (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-32054-5_29

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DOI: 10.1007/978-3-642-32054-5_29

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