Title: Optimizing Consumer Advertising, Intermediary Advertising and Markup in a Vertical Market Structure (Classic Reprint)
Publisher: Forgotten Books
Publication Date: 2018
Language: English
ISBN 10: 133029453X
ISBN 13: 9781330294536
Binding: PAP
Condition: New
Weight: 145 grams

About this title

Synopsis

How advertising and middlemen shape prices and availability in a vertical market

This book analyzes a three-level structure with producers, intermediaries, and consumers. It shows how the intermediaries handle communication, affect product availability, and influence demand through different kinds of advertising. The text develops two main frameworks: one where producers aim to maximize sales, and another where they seek higher profits, both considering cooperation with middlemen and the impact of markup.

Stores how communication costs and the number of intermediaries change supply and demand
Compares M-N and M-W-N structures with and without advertising
Presents concrete models and a numerical example to illustrate outcomes
Explains how consumer and intermediary advertising interact with pricing and availability

Ideal for readers of marketing economics, distribution channels, and strategic pricing.

"About this title" may belong to another edition of this title.

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