Handbook of pricing research in marketing
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9781849804417
- 658.816 RAO
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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Indian Institute of Management LRC General Stacks | Marketing | 658.816 RAO (Browse shelf(Opens below)) | 1 | Available | 006043 |
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658.812 SPI The business of belonging: how to make community your competitive advantage | 658.812 SPO Digital analytics for marketing | 658.812 TEI Unlocking the customer value chain: how decoupling drives consumer disruption | 658.816 RAO Handbook of pricing research in marketing | 658.820954 BHA The curious marketer: expeditions in branding and consumer behaviour | 658.827 AAK Building strong brands | 658.827 AAK Brand leadership |
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.
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