Vertical Cooperative Advertising in Supply Chain Management

A Game-Theoretic Analysis

Business & Finance, Management & Leadership, Production & Operations Management, Economics, Theory of Economics
Cover of the book Vertical Cooperative Advertising in Supply Chain Management by Gerhard Aust, Springer International Publishing
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Author: Gerhard Aust ISBN: 9783319116266
Publisher: Springer International Publishing Publication: December 5, 2014
Imprint: Springer Language: English
Author: Gerhard Aust
ISBN: 9783319116266
Publisher: Springer International Publishing
Publication: December 5, 2014
Imprint: Springer
Language: English

In this book methods from Operations Research and Game Theory are used to determine companies’ profit-maximizing strategies related to pricing and (cooperative) advertising. It considers different supply chain structures as well as various distributions of power, making it possible to analyze both inter-echelon and intra-echelon dependencies between the companies’ decisions. Additionally, an approach based on fuzzy set theory is presented in order to compensate for incomplete or missing data on market characteristics. Vertical cooperative advertising is an essential element of partnerships between manufacturers and retailers, allowing manufacturers to financially support their retailers’ advertising efforts so as to increase sales for the entire supply chain. Given that such programs not only make up a considerable part of many companies’ advertising budgets, but are also a controversial subject in many business relations, their correct design is of particular importance.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

In this book methods from Operations Research and Game Theory are used to determine companies’ profit-maximizing strategies related to pricing and (cooperative) advertising. It considers different supply chain structures as well as various distributions of power, making it possible to analyze both inter-echelon and intra-echelon dependencies between the companies’ decisions. Additionally, an approach based on fuzzy set theory is presented in order to compensate for incomplete or missing data on market characteristics. Vertical cooperative advertising is an essential element of partnerships between manufacturers and retailers, allowing manufacturers to financially support their retailers’ advertising efforts so as to increase sales for the entire supply chain. Given that such programs not only make up a considerable part of many companies’ advertising budgets, but are also a controversial subject in many business relations, their correct design is of particular importance.

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