Titlebook: Vertical Cooperative Advertising in Supply Chain Management; A Game-Theoretic Ana Gerhard Aust Book 2015 Springer International Publishing

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,Résumé,tailers’ and customers’ behavior, but also of the trade-off between related costs and additionally generated profit. Further complexity arises from the interdependencies between the different firms belonging to a supply chain and their decisions made regarding pricing and advertising.

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1431-1941 ision support for managers in manufacturing and retailing fi.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

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Cooperative Advertising Models in Supply Chain Management: A Review,nguish five different definitions of cooperative advertising which can be found in operations research literature. After that, we concentrate on vertical cooperative advertising, which is the most common object of investigation. It is understood as a financial agreement where a manufacturer offers t

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Game Theoretic Analysis of Pricing and Vertical Cooperative Advertising of a Retailer-Duopoly with rative advertising program. The price-dependent component of the demand function is derived from the customers’ utility function in order to avoid logically inconsistent results. Additionally, each supply chain member can increase the costumers’ demand by advertising. By means of game theory, we get

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