Periodicity of pricing and marketing efforts in a distribution channel

@article{Karray2013PeriodicityOP,
  title={Periodicity of pricing and marketing efforts in a distribution channel},
  author={Salma Karray},
  journal={European Journal of Operational Research},
  year={2013},
  volume={228},
  pages={635-647}
}
Most research about cooperative (coop) advertising programs in channels relies on the assumption that manufacturers and retailers decide of pricing and marketing efforts simultaneously. This paper evaluates this central assumption and investigates the optimal periodicity (sequence of move) of pricing and marketing efforts (ME) decisions for a distribution channel. We develop a game theoretic model that accounts for pricing at each level of the channel, for the manufacturer’s ME mix strategies… CONTINUE READING

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Cooperative advertising models in supply chain management: A review

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