Coordination of pricing and co-op advertising models in supply chain: A game theoretic approach
Co-op advertising is an interactive relationship between manufacturer and retailer(s) supply chain and makes up the majority of marketing budget in many product lines for manufacturers and retailers. This paper considers pricing and co-op advertising decisions in two-stage supply chain and develops...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-01-01
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| Series: | International Journal of Industrial Engineering Computations |
| Subjects: | |
| Online Access: | http://www.growingscience.com/ijiec/Vol5/IJIEC_2013_43.pdf |