Vertical Cooperative Advertising in Supply Chain Management

Utilizing methods from Operations Research and Game Theory, this book explores profit-maximizing strategies for companies through pricing and cooperative advertising. It examines various supply chain structures and power distributions to analyze dependencies in decision-making. A fuzzy set theory approach addresses incomplete market data. Central to the discussion is vertical cooperative advertising, which enables manufacturers to support retailers' advertising efforts, enhancing sales across the supply chain while highlighting its significance in business relationships and budget considerations.