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Marketing Res,40,80-100。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 12. | Qia, Jie、Wang, Dingwei、Ding, Yongsheng、Wang, Zidong(2007)。Dynamical analysis of a nonlinear competitive model with generic and brand advertising efforts。Nonlinear analysis,8(2),664。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 13. | Wolburg, Joyce M.(2008)。Does brand advertising increase generic demand?。Journal of Product & Brand Management,17(4),285-286。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 14. | Krishnamurthy, Sandeep(2000)。Enlarging the Pie vs. Increasing One's Slice: An Analysis of the Relationship Between Generic and Brand Advertising。Marketing Letters,11,37-48。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 15. | Krishnamurthy, Sandeep(2001)。The effects of provision points on generic advertising funding。Marketing Letters,12,315-325。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 16. | Mehta, N.、Chen, X.、Narasimham, O.(2008)。Informing, transforming, and persuading: Disentagling the multiple effects of advertising on brand choice decisions。Marketing Science,27(3),334-355。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 17. | Mizik, N.、Jacobson, R.(2008)。The financial value impact of perceptual brand attributes。Journal of Marketing Research,45(1),15-32。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 18. | Pritchett, J.、Liu, D.、Kaiser, H.(1998)。Optimal Choice of Generic Milk Advertising Expenditures by Media Outlet。Journal of Agricultural and Resource Economics,23(1),155-169。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 19. | Reberte, C.、Kaiser, M.、Lenz, J.、Forker, O.(1996)。Generic Advertising Wearout: The Case of the New York City Fluid Milk Campaign。Journal of Agricultural and Resource Economics,21(2),199-209。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 20. | Schmit, T.、Diansheng D.、Chanjin C.、Kaiser, H.、Gould, B.(2002)。Identifying the Effects of Generic Advertising on the Household Demand for Fluid Milk and Cheese: A Two-Step Panel Data Approach。Journal of Agricultural and Resource Economics,27(1),165-186。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 21. | Shaffer, G.、Zettelmeyer, F.(2002)。When good news about your rival is good for you: The effect of third- party information on the division of channel profits。Marketing Science,21(3),273-293。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 22. | Shaffer, G.、Zettelmeyer, F.(2004)。Advertising in a distribution channel。Marketing Science,23(4),619-628。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 23. | Thompson, Stephanie(2002)。Cereal consortium tests TV effort。Advertising Age,73(28),6。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 24. | Thompson, Stephanie(20040517)。Not just for sandwiches。Advertising Age,75(20),18。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 25. | Tremblay, V. 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M.(2005)。The Targeting of Advertising。Marketing Science,24(3),461-476。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 43. | Ansari, A.、Mela, C. F.(2004)。E-Customization。Journal of Marketing Research,40(2),131-145。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 44. | Huang, Z.、Li, S. X.、Mahajan, V.(2002)。An analysis of manufacturer-retailer supply chain coordination in cooperative advertising。Decision Sciences,33(3),469-494。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 45. | Meurer, Michael、Stahl, Dale O.(1994)。Informative Advertising and Product Match。International Journal of Industrial Organization,12(1),1-9。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 46. | Luo, L.、Kannan, P. K.、Ratchford, B. T.(2007)。New product development under channel acceptance。Marketing Science,26(2),149-163。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 研究報告1. | 周善瑜、陳其美、顧永生(200606)。不完全競爭廠商從事產品別廣告與品牌廣告誘因之探討 (討論稿)。國立台灣大學管理學院。 延伸查詢![new window](/gs32/images/newin.png) | 2. | Bagwell, K.(2005)。The Economic Analysis of Advertising。Department of Economics, Columbia University。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 3. | Shaffer, G.(2002)。Bargaining in distribution channels with multiproduct retailers (Working paper)。Rochester, NY:University of Rochester。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 圖書1. | Forker, Olan D.、Ward, Ronald W.(1993)。Commodity Advertising: The Economics and Measurement of Generic Programs。New York, NY:Lexington Books。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 2. | Kotler(1994)。Analysis, planing, implementing, control。Marketing Management。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 3. | McCormick, D.(1997)。Industrial District or Garment Ghetto? Nairobi's Mini-Manufacturers。Enterprise Clusters and Networks in Developing Countries。London:Frank Cass。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 4. | Suh, Daeseok、Chung, Chanjin(2009)。Does Generic Advertising Help or Hurt Brand Advertising?。American Agricultural Economics Association Annual Meeting。Milwaukee, Wisconsin。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 5. | Tremblay, V. J.、Martins-Filho, C.(2001)。A model of vertical differentiation, brand loyalty, and persuasive advertising。Advertising and Differentiated Products。Amsterdam:Elsevier/JAI Press。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 6. | Kotler, P.、Armstrong, G. M.(2010)。Principles of Marketing。Englewood Cliffs, NJ:Pearson Education, Inc.。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 7. | Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 其他1. | (1995)。P&G UPGRADES DETERGENT BRANDS。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 2. | Baird, N.(20050617)。Expanding TV's reach to the retail point of sale。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 3. | Hays, C. L.(20050221)。Walmart is upgrading its vast in-store television network,http://www.nvtimes.com/2005/02/21/business/media/21mart.html, New York Times。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 4. | (2007)。IN-STORE TV RESEARCH & DATA,http://retailertv.com/Data%20-%20Research3.pdf。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 5. | (20060213)。A-B Ads Score with USA Today: Ad Age's Garfield even Liked Some of Them。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 6. | (20080908)。Walmart Updates In-Store TV,http://promomagazine.com/retail/news/walmart_updates_instore_network_0908/。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 7. | Schiller, Zachary,Woodruff, David,Kelly, Kevin,Schroeder, Michael(19920622)。GM Tightens the Screw。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 8. | Thomas, C. B.(20041206)。Wal-Martainment。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | |
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