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Vertical Cooperative Advertising in Supply Chain Management: A Game-Theoretic Analysis (Contributions to Management Science) - Hardcover
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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About the Author:
Gerhard Aust is researcher and lecturer at the Chair of Industrial Management at the TU Dresden, Germany, where he leads a working group in Operations Management. He has published several articles in the field of operations research and supply chain management and serves as a reviewer for renowned journals. Furthermore he is engaged in consulting projects with partners from different industries.
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- PublisherSpringer
- Publication date2014
- ISBN 10 3319116258
- ISBN 13 9783319116259
- BindingHardcover
- Number of pages171
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Vertical Cooperative Advertising in Supply Chain Management: A Game-Theoretic Analysis (Contributions to Management Science)
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Vertical Cooperative Advertising in Supply Chain Management : A Game-Theoretic Analysis
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Vertical Cooperative Advertising in Supply Chain Management
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Book Description Buch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 172 pp. Englisch. Seller Inventory # 9783319116259
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Vertical Cooperative Advertising in Supply Chain Management : A Game-Theoretic Analysis
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Book Description Buch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - 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. Seller Inventory # 9783319116259
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Vertical Cooperative Advertising in Supply Chain Management
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Book Description Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Considers different supply chain structures and distributions of power in order to suit the characteristics of various industriesOffers decision support for managers in manufacturing and retailing firms through numerical and graphical analyses of . Seller Inventory # 4499077
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