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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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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Pierre Bernhard & Marc Deschamps, 2017. "Kalman on dynamics and contro, Linear System Theory, Optimal Control, and Filter," Working Papers 2017-10, CRESE.
    2. repec:spr:joptap:v:176:y:2018:i:2:d:10.1007_s10957-018-1217-5 is not listed on IDEAS
    3. repec:gam:jsusta:v:9:y:2017:i:10:p:1902-:d:115912 is not listed on IDEAS
    4. Karray, Salma & Martín-Herrán, Guiomar & Zaccour, Georges, 2017. "Assessing the profitability of cooperative advertising programs in competing channels," International Journal of Production Economics, Elsevier, vol. 187(C), pages 142-158.
    5. Martín-Herrán, Guiomar & Sigué, Simon P., 2017. "An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?," Journal of Business Research, Elsevier, vol. 70(C), pages 67-73.
    6. repec:eee:ejores:v:262:y:2017:i:3:p:1009-1027 is not listed on IDEAS
    7. repec:eee:ejores:v:267:y:2018:i:2:p:754-764 is not listed on IDEAS
    8. repec:spr:mathme:v:85:y:2017:i:3:d:10.1007_s00186-017-0577-1 is not listed on IDEAS
    9. repec:wsi:ijitdm:v:16:y:2017:i:04:n:s0219622014400045 is not listed on IDEAS
    10. Karray, Salma & Martín-Herrán, Guiomar & Sigué, Simon-Pierre, 2017. "Cooperative advertising for competing manufacturers: The impact of long-term promotional effects," International Journal of Production Economics, Elsevier, vol. 184(C), pages 21-32.
    11. Dantas, Danilo C. & Taboubi, Sihem & Zaccour, Georges, 2014. "Which business model for e-book pricing?," Economics Letters, Elsevier, vol. 125(1), pages 126-129.
    12. repec:eee:ejores:v:267:y:2018:i:2:p:700-715 is not listed on IDEAS
    13. repec:eee:ejores:v:268:y:2018:i:2:p:635-652 is not listed on IDEAS
    14. Dridi, Dhouha & Ben Youssef, Slim, 2015. "Local advertising externalities and cooperation in one manufacturer-two retailers channel," MPRA Paper 62705, University Library of Munich, Germany.
    15. Juan Zhang & Qinglong Gou & Susan Li & Zhimin Huang, 2017. "Cooperative Advertising with Accrual Rate in a Dynamic Supply Chain," Dynamic Games and Applications, Springer, vol. 7(1), pages 112-130, March.
    16. repec:gam:jsusta:v:9:y:2017:i:5:p:683-:d:96766 is not listed on IDEAS
    17. Karray, Salma, 2015. "Cooperative promotions in the distribution channel," Omega, Elsevier, vol. 51(C), pages 49-58.
    18. repec:wsi:ijitdm:v:16:y:2017:i:04:n:s0219622017020011 is not listed on IDEAS
    19. Yan, Ruiliang & Cao, Zixia & Pei, Zhi, 2016. "Manufacturer's cooperative advertising, demand uncertainty, and information sharing," Journal of Business Research, Elsevier, vol. 69(2), pages 709-717.
    20. repec:eee:ejores:v:267:y:2018:i:2:p:540-554 is not listed on IDEAS
    21. repec:eee:jomega:v:75:y:2018:i:c:p:97-117 is not listed on IDEAS

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