A survey of game-theoretic models of cooperative advertising

Steffen Jørgensen and Georges Zaccour

European Journal of Operational Research, 2014, vol. 237, issue 1, 1-14

Abstract: The paper surveys the literature on cooperative advertising in marketing channels (supply chains) using game theoretic methods. During the last decade, in particular, this literature has expanded considerably and has studied static as well as dynamic settings. The survey is divided into two main parts. The first one deals with simple marketing channels having one supplier and one reseller only. The second one covers marketing channels of a more complex structure, having more than one supplier and/or reseller.

Keywords: Co-op advertising programs; Marketing channels; Supply chains; Game theory; Nash and Stackelberg Equilibria; Vertical integration (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (74)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:237:y:2014:i:1:p:1-14

DOI: 10.1016/j.ejor.2013.12.017

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