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A Study of the Joint Advertising Channels

By Dan YANG, Shuguang SUN and Ming LEI

Abstract

The study of joint advertising channels decision-making is a very difficult issue. It mainly focuses on ads investment game between a manufacturer and a retailer in a vertical supply chain. With the rise of the game theory, scholars have been starting to investigate this issue in the frame of game theory in recent years. The paper improves the existing models and introduces single-period and multi-period modified models. The paper obtains the closed-form solutions to the single-period model and the simulation results of the multi-period model. We also examine the implications of these results and obtain some insights into the real practice

Topics: Joint Advertising Channel, Game Theory, Simulation Method, LCC:Management. Industrial management, LCC:HD28-70, LCC:Industries. Land use. Labor, LCC:HD28-9999, LCC:Social Sciences, LCC:H, DOAJ:Business and Management, DOAJ:Business and Economics
Publisher: Scientific Research Publishing
Year: 2009
DOI identifier: 10.4236/jssm.2009.24050
OAI identifier: oai:doaj.org/article:078dbf15a4964f108387b19388abd939
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