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Vertical Cooperative Advertising in Supply Chain Management

E-BookPDF1 - PDF WatermarkE-Book
149 Seiten
Englisch
Springer International Publishingerschienen am05.12.20142015
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.


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.mehr
Verfügbare Formate
BuchKartoniert, Paperback
EUR53,49
BuchGebunden
EUR53,49
E-BookPDF1 - PDF WatermarkE-Book
EUR53,49

Produkt

KlappentextIn 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.


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.
Details
Weitere ISBN/GTIN9783319116266
ProduktartE-Book
EinbandartE-Book
FormatPDF
Format Hinweis1 - PDF Watermark
FormatE107
Erscheinungsjahr2014
Erscheinungsdatum05.12.2014
Auflage2015
ReiheContributions to Management Science
Seiten149 Seiten
SpracheEnglisch
IllustrationenXXII, 149 p. 34 illus.
Artikel-Nr.1719622
Rubriken
Genre9200

Inhalt/Kritik

Inhaltsverzeichnis
¿Introduction.- 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.mehr

Autor

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.