Vertical cooperative advertising in supply chain management a game-theoretic analysis / [electronic resource] :

• 作者： Aust, Gerhard.
• 其他作者：
  • SpringerLink (Online service)
• 其他題名：
  • Contributions to management science,
• 出版： Cham : Springer International Publishing :Imprint: Springer
• 叢書名： Contributions to management science,
• 主題： Business logistics , Economics/Management Science. , Production/Logistics/Supply Chain Management. , Game Theory/Mathematical Methods. , Operations Research, Management Science. , Marketing , Operation Research/Decision Theory. , Game Theory, Economics, Social and Behav. Sciences.
• ISBN： 9783319116266 (electronic bk.) 、 9783319116259 (paper)
• FIND@SFXID: CGU
• 資料類型: 電子書
• 內容註: Introduction -- Fundamentals -- Cooperative advertising models in supply chain management -- Vertical cooperative advertising and pricing decisions in a manufacturer-retailer supply chain -- Game theoretic analysis of pricing and vertical cooperative advertising of a retailer-duopoly with a common manufacturer -- A manufacturer-retailer supply chain with fuzzy customer demand -- Resume.
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• 摘要註: 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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