Vertical Cooperative Advertising in Supply Chain Management - A Game-Theoretic Analysis (Hardcover, 2015 ed.)

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.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Contributions to Management Science
Release date:	December 2014
First published:	2015
Authors:	Gerhard Aust
Dimensions:	235 x 155 x 11mm (L x W x T)
Format:	Hardcover
Pages:	149
Edition:	2015 ed.
ISBN-13:	978-3-319-11625-9
Categories:	Books > Business & Economics > Business & management > Management & management techniques > Operational research Books > Business & Economics > Business & management > Management of specific areas > Production & quality control management Books > Business & Economics > Business & management > Sales & marketing > General Books > Science & Mathematics > Mathematics > Optimization > Game theory
LSN:	3-319-11625-8
Barcode:	9783319116259

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