A Theory of Combative Advertising

@article{Chen2009ATO,
  title={A Theory of Combative Advertising},
  author={Yuxin Chen and Yogesh V. Joshi and Jagmohan S. Raju and Z. John Zhang},
  journal={Marketing Science},
  year={2009},
  volume={28},
  pages={1-19}
}
Yuxin Chen • Yogesh V. Joshi2∗ • Jagmohan S. Raju • Z. John Zhang The Leonard N. Stern School of Business, New York University, New York, NY. (E-mail: ychen@stern.nyu.edu) The Robert H. Smith School of Business, University of Maryland, College Park, MD. (E-mail: yjoshi@rhsmith.umd.edu) The Wharton School, University of Pennsylvania, 3730 Walnut St, Philadelphia, PA. (E-mail: rajuj@wharton.upenn.edu) The Wharton School, University of Pennsylvania, 3730 Walnut St, Philadelphia, PA. (E-mail… CONTINUE READING