| 书目名称 | Vertical Cooperative Advertising in Supply Chain Management |
| 副标题 | A Game-Theoretic Ana |
| 编辑 | Gerhard Aust |
| 视频video | |
| 概述 | 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 fi |
| 丛书名称 | Contributions to Management Science |
| 图书封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2015 |
| 关键词 | Cooperative advertising; Fuzzy set theory; Game theory; Pricing; SCM; Supply chain management |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-319-11626-6 |
| isbn_softcover | 978-3-319-38442-9 |
| isbn_ebook | 978-3-319-11626-6Series ISSN 1431-1941 Series E-ISSN 2197-716X |
| issn_series | 1431-1941 |
| copyright | Springer International Publishing Switzerland 2015 |
发表于 2025-3-21 18:46:56
