Vertical Cooperative Advertising in Supply Chain Management
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 i...
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2015
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| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/57755 |
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oai:scholar.dlu.edu.vn:DLU123456789-577552023-11-11T05:51:52Z Vertical Cooperative Advertising in Supply Chain Management Aust, Gerhard Business logistics Business Economics Management 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. 2015-08-25T01:13:37Z 2015-08-25T01:13:37Z 2015 Book 978-3-319-11626-6 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/57755 en application/pdf Springer |
| institution |
Thư viện Trường Đại học Đà Lạt |
| collection |
Thư viện số |
| language |
English |
| topic |
Business logistics Business Economics Management |
| spellingShingle |
Business logistics Business Economics Management Aust, Gerhard Vertical Cooperative Advertising in Supply Chain Management |
| 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. |
| format |
Book |
| author |
Aust, Gerhard |
| author_facet |
Aust, Gerhard |
| author_sort |
Aust, Gerhard |
| title |
Vertical Cooperative Advertising in Supply Chain Management |
| title_short |
Vertical Cooperative Advertising in Supply Chain Management |
| title_full |
Vertical Cooperative Advertising in Supply Chain Management |
| title_fullStr |
Vertical Cooperative Advertising in Supply Chain Management |
| title_full_unstemmed |
Vertical Cooperative Advertising in Supply Chain Management |
| title_sort |
vertical cooperative advertising in supply chain management |
| publisher |
Springer |
| publishDate |
2015 |
| url |
https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/57755 |
| _version_ |
1819780570480115712 |