Vertical Cooperative Advertising in Supply Chain Management: A Game-Theoretic Analysis

By Gerhard Aust

Book Overview

​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.- Resum?.

• Format: Paperback
• Language: English
• ISBN: 3319384422
• ISBN13: 9783319384429
• Release Date: September 2016
• Publisher: Springer
• Length: 149 Pages
• Weight: 0.55 lbs.
• Dimensions: 0.4" x 6.1" x 9.2"