Vertical Cooperative Advertising in Supply Chain Management
A Game-Theoretic Analysis
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. (lib)
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Gerhard Aust
Gerhard Aust is researcher and lecturer at the Chair of Industrial Management at the TU Dresden, Germany, where he leads a working group in Operations Management. He has published several articles in the field of operations research and supply chain management and serves as a reviewer for renowned journals. Furthermore he is engaged in consulting projects with partners from different industries.
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