TY  - BOOK
AU  - Vohra, Rakesh V.
AU  - Krishnamurthi, Lakshman
TI  - Principles of pricing: an analytical approach
SN  - 9781107010659
U1  - 658.816 
PY  - 2012///
CY  - New York
PB  - Cambridge University Press
KW  - Pricing
KW  - Marketing
N1  - Table of Contents
1. Introduction
2. Buyer behavior
3. Estimating price response
4. Uniform posted price
5. Auctions
6. Price discrimination
7. Pricing and competition
8. Bringing it all together
9. Appendix on game theory
N2  - Pricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an introduction to the basic principles for thinking clearly about pricing. Unlike other marketing books on pricing, the authors use a more analytic approach and relate ideas to the basic principles of microeconomics. Rakesh Vohra and Lakshman Krishnamurthi also cover three areas in greater depth and provide more insight than may be gleaned from existing books: 1) the use of auctions, 2) price discrimination and 3) pricing in a competitive environment.

Analytical and descriptive treatment of pricing, not simply anecdotal
Both relevant and rigorous in its approach, based on 20 years of teaching the subject in the MBA/PhD classroom
Readable as well as encouraging the reader to work through the logic of the arguments
ER  -