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Vertical Cooperative Advertising in Supply Chain Management - A Game-Theoretic Analysis (Hardcover, 2015 ed.)
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Vertical Cooperative Advertising in Supply Chain Management - A Game-Theoretic Analysis (Hardcover, 2015 ed.)
Series: Contributions to Management Science
Expected to ship within 12 - 17 working days
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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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