LEADER 04660nam  22008655  450 
001 9910298518403321
005 20200920121917.0
010   $a3-319-11626-6
024 7 $a10.1007/978-3-319-11626-6
035   $a(CKB)3710000000311769
035   $a(EBL)1967779
035   $a(SSID)ssj0001407911
035   $a(PQKBManifestationID)11765920
035   $a(PQKBTitleCode)TC0001407911
035   $a(PQKBWorkID)11411805
035   $a(PQKB)11643014
035   $a(DE-He213)978-3-319-11626-6
035   $a(MiAaPQ)EBC1967779
035   $a(PPN)183153243
035   $a(EXLCZ)993710000000311769
100   $a20141205d2015      u|         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aVertical Cooperative Advertising in Supply Chain Management $eA Game-Theoretic Analysis /$fby Gerhard Aust
205   $a1st ed. 2015.
210  1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2015.
215   $a1 online resource (167 p.)
225 1 $aContributions to Management Science,$x1431-1941
300   $aDescription based upon print version of record.
311   $a3-319-11625-8 
320   $aIncludes bibliographical references.
327   $aIntroduction -- 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.
330   $aIn this book methods from Operations Research and Game Theory are used to determine companies? profit-maximizing strategies related to pricing and (cooperative) advertising. It considers different supply chain structures as well as various distributions of power, making it possible to analyze both inter-echelon and intra-echelon dependencies between the companies? decisions. Additionally, an approach based on fuzzy set theory is presented in order to compensate for incomplete or missing data on market characteristics. Vertical cooperative advertising is an essential element of partnerships between manufacturers and retailers, allowing manufacturers to financially support their retailers? advertising efforts so as to increase sales for the entire supply chain. Given that such programs not only make up a considerable part of many companies? advertising budgets, but are also a controversial subject in many business relations, their correct design is of particular importance.
410  0$aContributions to Management Science,$x1431-1941
606   $aProduction management
606   $aEconomic theory
606   $aOperations research
606   $aManagement science
606   $aMarketing
606   $aDecision making
606   $aGame theory
606   $aOperations Management$3https://scigraph.springernature.com/ontologies/product-market-codes/519000
606   $aEconomic Theory/Quantitative Economics/Mathematical Methods$3https://scigraph.springernature.com/ontologies/product-market-codes/W29000
606   $aOperations Research, Management Science$3https://scigraph.springernature.com/ontologies/product-market-codes/M26024
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
606   $aOperations Research/Decision Theory$3https://scigraph.springernature.com/ontologies/product-market-codes/521000
606   $aGame Theory, Economics, Social and Behav. Sciences$3https://scigraph.springernature.com/ontologies/product-market-codes/M13011
615  0$aProduction management.
615  0$aEconomic theory.
615  0$aOperations research.
615  0$aManagement science.
615  0$aMarketing.
615  0$aDecision making.
615  0$aGame theory.
615 14$aOperations Management.
615 24$aEconomic Theory/Quantitative Economics/Mathematical Methods.
615 24$aOperations Research, Management Science.
615 24$aMarketing.
615 24$aOperations Research/Decision Theory.
615 24$aGame Theory, Economics, Social and Behav. Sciences.
676   $a330
676   $a330.0151
676   $a519
676   $a519.6
676   $a658.40301
676   $a658.5
676   $a658.8
700   $aAust$b Gerhard$4aut$4http://id.loc.gov/vocabulary/relators/aut$01060103
906   $aBOOK
912   $a9910298518403321
996   $aVertical Cooperative Advertising in Supply Chain Management$92511013
997   $aUNINA