Contributions to Management Science

Vertical Cooperative Advertising in Supply Chain Management

A Game-Theoretic Analysis

Authors: Aust, Gerhard

  • ​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
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eBook $69.99
price for USA (gross)
  • ISBN 978-3-319-11626-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $99.00
price for USA
  • ISBN 978-3-319-11625-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $99.00
price for USA
  • ISBN 978-3-319-38442-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

About the authors

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.

Table of contents (7 chapters)

  • Introduction

    Aust, Gerhard

    Pages 1-9

  • Fundamentals

    Aust, Gerhard

    Pages 11-29

  • Cooperative Advertising Models in Supply Chain Management: A Review

    Aust, Gerhard

    Pages 31-63

  • Vertical Cooperative Advertising and Pricing Decisions in a Manufacturer-Retailer Supply Chain: A Game-Theoretic Approach

    Aust, Gerhard

    Pages 65-99

  • Game Theoretic Analysis of Pricing and Vertical Cooperative Advertising of a Retailer-Duopoly with a Common Manufacturer

    Aust, Gerhard

    Pages 101-120

Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-319-11626-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $99.00
price for USA
  • ISBN 978-3-319-11625-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $99.00
price for USA
  • ISBN 978-3-319-38442-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Vertical Cooperative Advertising in Supply Chain Management
Book Subtitle
A Game-Theoretic Analysis
Authors
Series Title
Contributions to Management Science
Copyright
2015
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-11626-6
DOI
10.1007/978-3-319-11626-6
Hardcover ISBN
978-3-319-11625-9
Softcover ISBN
978-3-319-38442-9
Series ISSN
1431-1941
Edition Number
1
Number of Pages
XXII, 149
Number of Illustrations and Tables
34 b/w illustrations
Topics