Handbook Of Pricing Research In Marketing
by Vithala R. Rao /
2009 / English / PDF
2.9 MB Download
Pricing is an essential aspect of the marketing mix for brands and
products. Further, pricing research in marketing is
interdisciplinary, utilizing economic and psychological concepts
with special emphasis on measurement and estimation. This unique
Handbook provides current knowledge of pricing in a single,
authoritative volume and brings together new cutting edge research
by established marketing scholars on a range of topics in the area.
The environment in which pricing decisions and transactions are
implemented has changed dramatically, mainly due to the advent of
the Internet and the practices of advance selling and yield
management. Over the years, marketing scholars have incorporated
developments in game theory and microeconomics, behavioral decision
theory, psychological and social dimensions and newer market
mechanisms of auctions in their contributions to pricing
research.These chapters, specifically written for this Handbook,
cover these various developments and concepts as applied to
tackling pricing problems. Academics and doctoral students in
marketing and applied economics, as well as pricing-focused
business practitioners and consultants, will appreciate the state
of the art research herein.
Pricing is an essential aspect of the marketing mix for brands and
products. Further, pricing research in marketing is
interdisciplinary, utilizing economic and psychological concepts
with special emphasis on measurement and estimation. This unique
Handbook provides current knowledge of pricing in a single,
authoritative volume and brings together new cutting edge research
by established marketing scholars on a range of topics in the area.
The environment in which pricing decisions and transactions are
implemented has changed dramatically, mainly due to the advent of
the Internet and the practices of advance selling and yield
management. Over the years, marketing scholars have incorporated
developments in game theory and microeconomics, behavioral decision
theory, psychological and social dimensions and newer market
mechanisms of auctions in their contributions to pricing
research.These chapters, specifically written for this Handbook,
cover these various developments and concepts as applied to
tackling pricing problems. Academics and doctoral students in
marketing and applied economics, as well as pricing-focused
business practitioners and consultants, will appreciate the state
of the art research herein.
