Téléchargez le livre : Vertical Cooperative Advertising in Supply Chain Management

Vertical Cooperative Advertising in Supply Chain Management

A Game-Theoretic Analysis de

Éditeur :

Springer


Collection :

Contributions to Management Science

Paru le : 2014-12-05

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Description

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.
Pages
149 pages
Collection
Contributions to Management Science
Parution
2014-12-05
Marque
Springer
EAN papier
9783319116259
EAN EPUB
9783319116266
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
14
Taille du fichier
1649 Ko
Prix
60,49 €

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