Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets.
Andrea FosfuriMarco S. GiarratanaPublished in: Manag. Sci. (2009)
Keyphrases
- consumer products
- consumer behavior
- market share
- online advertising
- viral marketing
- electronic commerce
- shopping behavior
- market conditions
- life cycle
- product design
- electronic markets
- competitive market
- market equilibrium
- information retrieval
- sponsored search auctions
- product line
- enterprise systems
- product information
- sponsored search
- positive or negative