This paper investigates how should manufacturers optimally allocate resources to retailer-initiated (retailer) advertising through cooperative programs and own (manufacturer) in a bilateral monopoly. Retailer stimulates immediate sales but may also harm long-term (post-advertising) demand, whereas manufacturer aims at building brand equity both sales. A game-theoretic model which retailer set p...

This study attempts to identify the variety of marketing channel efficiencies for marketing activities and sets up an optimal marketing distribution mix when using different distribution channels for wholesaler travel agencies. This research examines 12 large-scale travel agencies in Taiwan and offers seven direct and indirect distribution channels in order to establish an optimal marketing dis...

Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.

ABSTRACT Today most companies do not sell their goods directly to the final user. Instead many of the tasks which include distribution activities such as transportation and storage, but also marketing activities such as selling and pricing are undertaken by a variety of external intermediaries. The choice and control of these intermediaries we call marketing channel management. Marketing channe...