Gerhard Aust Knihy

In this book methods from Operations Research and Game Theory are used to determine companies’ profit-maximizing strategies related to pricing and (cooperative) advertising. It considers different supply chain structures as well as various distributions of power, making it possible to analyze both inter-echelon and intra-echelon dependencies between the companies’ decisions. Additionally, an approach based on fuzzy set theory is presented in order to compensate for incomplete or missing data on market characteristics. Vertical cooperative advertising is an essential element of partnerships between manufacturers and retailers, allowing manufacturers to financially support their retailers’ advertising efforts so as to increase sales for the entire supply chain. Given that such programs not only make up a considerable part of many companies’ advertising budgets, but are also a controversial subject in many business relations, their correct design is of particular importance.

Seit 50 Jahren produziert die TRAMIRA Transportbeton und andere Baustoffe. Die eigene Fahrzeugflotte sorgt für den Vertrieb. Eine umfangreiche Auswahl hochmoderner Betonpumpuen für jeden Einsatzzweck steht bereit. Der Autor zeichnet die spannende Geschichte deses traditionsreichen Unternehmens von der Gründung bis heute nach. Er erklärt die Technik und den umfangreichen Furhpark und zeigt ungewöhnliche Abbildungen aus allen Jahrzehnten der Firmenhistorie.