In the area of seller-buyer supply chain management, researchers have been very active in seeking optimal policies for both players to achieve a favorable outcome. Most studies are based on somewhat unrealistic assumptions such as deterministic demand and unpermitted shortages. In reality, due...

In this paper, we consider a seller–buyer channel in which marketing expenditure is an endogenous decision for the buyer. We assume that both the unit marketing expenditure and the unit price charged by the buyer influence the end demand for the product. We model the seller–buyer...