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 …

This paper reviews articles on cooperative advertising, a topic which has gained substantial
interest in the recent years. Thereby, we first briefly distinguish five different definitions of …

A variety of continuous-time differential functions have been developed to investigate
dynamic advertising problems in business and economics fields. Since major dynamic …

Cooperative (co-op) advertising has been widely used in practice and employed as a
strategy to improve the performance of a distribution channel. It is known from the existing …

This paper investigates how should manufacturers optimally allocate resources to retailer-
initiated (retailer) advertising through cooperative advertising programs and own …

We study dynamic cooperative advertising decisions in a market that consists of a finite
number of independent manufacturers and retailers. Each manufacturer sells its product …

The manufacturer participating in a cooperative advertising scheme reimburses a
percentage of local advertising expenditures to encourage the retailer into more promotional …

The paper studies a two-echelon supply chain comprising one manufacturer and two
competing retailers with advertising cost dependent demand. The manufacturer acts as the …

In the sharing economy era with the development of Industry 4.0, collaborative-commerce (C-
Commerce) is getting increasingly important in supply chain management (SCM). However …

Advertising plays an important role in contributing to the supply of returned items and market
expansion. In this paper, advertising is considered as a means to entice consumers to return …