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| Author: | Li, S.X. (et al.) |
| Title: | Cooperative advertising, game theory and manufacturer-retailer supply chains |
| Journal: | Omega
2002 : OCT, VOL. 30:5, p. 347-357 |
| Index terms: | Advertising Bargaining Co-operation Game theory Marketing Supply chain |
| Language: | eng |
| Abstract: | Cooperative (co-op) advertising plays a significant role in marketing programs in conventional supply chains and makes up the majority of promotional budgets in many product lines for both manufacturers and retailers. The authors develop three strategic models for determining equilibrium marketing and investment effort levels for a manufacturer and a retailer in a two-member supply chain. Especially, the authors address the impact of brand name investments, local advertising, and sharing policy on co-op advertising programs in these models. |
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