Neslin, Scott A.; Powell, Stephen G.; Stone, Linda Schneider - In: Management Science 41 (1995) 5, pp. 749-766
This research examines how retailer and consumer responses influence a manufacturer's optimal advertising and trade … promotion plans. We develop a dynamic optimization model which considers the actions of the manufacturer, retailers, and … consumers. The manufacturer attempts to maximize its profits by advertising directly to consumers and offering periodic trade …
