It is very well understood and agreed that alignment of incentives among organizations operating in a supply chain plays a critical role in facilitating collaborations. However, not many organizations have the tools to align their decisions and inturn incentives with supply chain partners. This book endeavors to design contract mechanisms in simple supply chain setting which will enable coordination and win-win opportunities for all the businesses in the chain. Specifically, aligning the operational and marketing decisions are covered within the scope of this book.