Some Mathematical Models on Co-operative Advertising: Modelling co-operative advertising, Pricing and Channel Co-ordination - Couverture souple

Solanki, Krishna; Gor, Ravi

 
9783330074958: Some Mathematical Models on Co-operative Advertising: Modelling co-operative advertising, Pricing and Channel Co-ordination
Couverture souple
ISBN 10 : 3330074957 ISBN 13 : 9783330074958
Editeur : LAP LAMBERT Academic Publishing, 2017

Synopsis

In this book we discuss about game theory models on cooperative advertising. National level manufacturers spend for advertising at a national level for a long term impact, while the wide spread retailers usually target customers at a local level by advertising purchasing through local media. In such a case, a manufacturer pays for some or all of the costs of local advertising, commonly referred as the participation rate. This book consists of several chapters concerned with manufacturer-retailer channel coordination in a scenario where the demand is dependent on the price and the advertising expenditures by the manufacturer and the retailer, the channel members. We present game theoretic models; a cooperative model and a non cooperative model in a Stackelberg game framework. For both the models, we derive analytic expressions for optimally determining the decision variables of whole sale and retail prices, the advertising expenditures by the channel partners and the participation rate. This book will be useful to researchers, mathematical model builders and practitioners to model the advertising budgets, participation rate and create simulation models for co-operative advertising.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

In this book we discuss about game theory models on cooperative advertising. National level manufacturers spend for advertising at a national level for a long term impact, while the wide spread retailers usually target customers at a local level by advertising purchasing through local media. In such a case, a manufacturer pays for some or all of the costs of local advertising, commonly referred as the participation rate. This book consists of several chapters concerned with manufacturer-retailer channel coordination in a scenario where the demand is dependent on the price and the advertising expenditures by the manufacturer and the retailer, the channel members. We present game theoretic models; a cooperative model and a non cooperative model in a Stackelberg game framework. For both the models, we derive analytic expressions for optimally determining the decision variables of whole sale and retail prices, the advertising expenditures by the channel partners and the participation rate. This book will be useful to researchers, mathematical model builders and practitioners to model the advertising budgets, participation rate and create simulation models for co-operative advertising.

Biographie de l'auteur

Dr. Krishna Solanki is faculty of Mathematics at LDRP Institue of Technology and Research, Kadi Sarva Vishwavidyalaya, Gandhinagar since 6 years. She specializes in Operations Research. Dr. Ravi Gor is Associate Professor at the Department of Mathematics, Gujarat University, India. He specializes in Operations Research and Management Science Models.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2017
Langue
anglais
ISBN 10 
3330074957
ISBN 13 
9783330074958
Reliure
Broché
Nombre de pages
100
Coordonnées du fabricant
non disponible
Personne responsable
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