Yuxin Chen, Yogesh V. Joshi, Jagmohan S. Raju, Z. John Zhang. A Theory of Combative Advertising. Marketing Science, 28(1):1-19, 2009. [doi]
@article{ChenJRZ09,
title = {A Theory of Combative Advertising},
author = {Yuxin Chen and Yogesh V. Joshi and Jagmohan S. Raju and Z. John Zhang},
year = {2009},
doi = {10.1287/mksc.1080.0385},
url = {http://dx.doi.org/10.1287/mksc.1080.0385},
researchr = {https://researchr.org/publication/ChenJRZ09},
cites = {0},
citedby = {0},
journal = {Marketing Science},
volume = {28},
number = {1},
pages = {1-19},
}