Authors:
- Considers different supply chain structures and distributions of power in order to suit the characteristics of various industries
- Offers decision support for managers in manufacturing and retailing firms through numerical and graphical analyses of the derived solutions
- Presents an extensive literature review to familiarize the reader with the current state of mathematical modeling of vertical cooperative marketing
Part of the book series: Contributions to Management Science (MANAGEMENT SC.)
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Table of contents (7 chapters)
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Front Matter
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Back Matter
About this book
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.
Authors and Affiliations
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Chair for Industrial Management, TU Dresden, Dresden, Germany
Gerhard Aust
About the author
Bibliographic Information
Book Title: Vertical Cooperative Advertising in Supply Chain Management
Book Subtitle: A Game-Theoretic Analysis
Authors: Gerhard Aust
Series Title: Contributions to Management Science
DOI: https://doi.org/10.1007/978-3-319-11626-6
Publisher: Springer Cham
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer International Publishing Switzerland 2015
Hardcover ISBN: 978-3-319-11625-9Published: 18 December 2014
Softcover ISBN: 978-3-319-38442-9Published: 22 September 2016
eBook ISBN: 978-3-319-11626-6Published: 05 December 2014
Series ISSN: 1431-1941
Series E-ISSN: 2197-716X
Edition Number: 1
Number of Pages: XXII, 149
Number of Illustrations: 34 b/w illustrations
Topics: Operations Management, Economic Theory/Quantitative Economics/Mathematical Methods, Operations Research, Management Science, Marketing, Operations Research/Decision Theory, Game Theory, Economics, Social and Behav. Sciences