Cooperative advertising, game theory and manufacturer-retailer supply chains

Omega

Volumn 30, Issue 5, 2002, Pages 347-357

  Li, Susan X ^a   Huang, Zhimin ^a   Zhu, Joe ^b   Chau, Patrick Y K ^c  

^a ADELPHI UNIVERSITY   (United States)

^b WORCESTER POLYTECHNIC INSTITUTE   (United States)

^c UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

Bargaining model; Co op advertising; Leader follower relationship; Pareto efficiencies; Supply chains

Indexed keywords

BUDGET CONTROL; COMMERCE; EFFICIENCY; GAME THEORY; SALES;

ADVERTISING PROGRAMS; ADVERTIZING; BARGAINING MODEL; CO-OP ADVERTIZING; COOPERATIVE ADVERTISINGS; LEADER-FOLLOWER; LEADER-FOLLOWER RELATIONSHIP; MARKETING PROGRAM; PARETO EFFICIENCY; RETAILER SUPPLY CHAINS;

SUPPLY CHAINS;

EID: 0036807798     PISSN: 03050483     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0305-0483(02)00051-8     Document Type: Article

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