Vertical Cooperative Advertising in Supply Chain Management : A Game-Theoretic Analysis
Language: English
Published by Springer, 2016
Series: Book 77 of 214 - Contributions to Management Science
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
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Seller Inventory # 9783319384429
- Title
- Vertical Cooperative Advertising in Supply Chain Management : A Game-Theoretic Analysis
- Author
- Gerhard Aust
- Publisher
- Springer
- Publication year
- 2016
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3319384422
- ISBN 13
- 9783319384429
- Item weight
- 271 grams
- Dimensions
- 235x155x10 mm
- Series
- Book 77 of 214: Contributions to Management Science
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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