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A survey of game-theoretic models of cooperative advertising

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  • Jørgensen, Steffen
  • Zaccour, Georges

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.

Suggested Citation

  • Jørgensen, Steffen & Zaccour, Georges, 2014. "A survey of game-theoretic models of cooperative advertising," European Journal of Operational Research, Elsevier, vol. 237(1), pages 1-14.
    • Handle: RePEc:eee:ejores:v:237:y:2014:i:1:p:1-14
    DOI: 10.1016/j.ejor.2013.12.017
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