Krishnamurthy, Sandeep <br/><br/>
Enlarging the pie vs. increasing ones slice an analysis of the relationship between generic and brand advertising 
 J6284  2000 

 -  2000 
 - 37-48  V.  11  Issue.   1 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Subjects--Index Terms: </label>Generic advertising;Game theory;Cooperation vs. competition;