LEADER 04648nam 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 $aEconomics 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$aEconomics. 615 0$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. 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