Publisher's Synopsis
Excerpt from Alternative Markup Decision Rules and Their Profit Implications
On the other hand, studies of marketing programs for producers show little interest in the economic impact of intermediaries through whom their products are sold, and markup is thus in general not given much attention in marketing decision models. In this paper markup decisions will be examined from both the producer's and the retailers' point of View. We will consider a market consisting of a monopolistic producer, who sells to independent intermediaries, who in turn sell to final consumers.
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