We study the relationship between pricing and advertising decisions in a distribution channel where national brands are … marketplace. In particular, we find that advertising that expands the national brands' sales gives pricing power to manufacturers …

retailers decide of pricing and marketing efforts simultaneously. This paper evaluates this central assumption and investigates … the optimal periodicity (sequence of move) of pricing and marketing efforts (ME) decisions for a distribution channel. We … develop a game theoretic model that accounts for pricing at each level of the channel, for the manufacturer’s ME mix …

We study the relationship between pricing and advertising decisions in a distribution channel where national brands are … marketplace. In particular, we find that advertising that expands the national brands' sales gives pricing power to manufacturers …