04660nam 22008655 450 991029851840332120200920121917.03-319-11626-610.1007/978-3-319-11626-6(CKB)3710000000311769(EBL)1967779(SSID)ssj0001407911(PQKBManifestationID)11765920(PQKBTitleCode)TC0001407911(PQKBWorkID)11411805(PQKB)11643014(DE-He213)978-3-319-11626-6(MiAaPQ)EBC1967779(PPN)183153243(EXLCZ)99371000000031176920141205d2015 u| 0engur|n|---|||||txtccrVertical Cooperative Advertising in Supply Chain Management A Game-Theoretic Analysis /by Gerhard Aust1st ed. 2015.Cham :Springer International Publishing :Imprint: Springer,2015.1 online resource (167 p.)Contributions to Management Science,1431-1941Description based upon print version of record.3-319-11625-8 Includes bibliographical references.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 -- Resumé.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.Contributions to Management Science,1431-1941Production managementEconomic theoryOperations researchManagement scienceMarketingDecision makingGame theoryOperations Managementhttps://scigraph.springernature.com/ontologies/product-market-codes/519000Economic Theory/Quantitative Economics/Mathematical Methodshttps://scigraph.springernature.com/ontologies/product-market-codes/W29000Operations Research, Management Sciencehttps://scigraph.springernature.com/ontologies/product-market-codes/M26024Marketinghttps://scigraph.springernature.com/ontologies/product-market-codes/513000Operations Research/Decision Theoryhttps://scigraph.springernature.com/ontologies/product-market-codes/521000Game Theory, Economics, Social and Behav. Scienceshttps://scigraph.springernature.com/ontologies/product-market-codes/M13011Production management.Economic theory.Operations research.Management science.Marketing.Decision making.Game theory.Operations Management.Economic Theory/Quantitative Economics/Mathematical Methods.Operations Research, Management Science.Marketing.Operations Research/Decision Theory.Game Theory, Economics, Social and Behav. Sciences.330330.0151519519.6658.40301658.5658.8Aust Gerhardauthttp://id.loc.gov/vocabulary/relators/aut1060103BOOK9910298518403321Vertical Cooperative Advertising in Supply Chain Management2511013UNINA