Description |
1 online resource (xxi, 593 pages) : illustrations |
Contents |
Contents; Contributors; Foreword; Acknowledgments; Introduction Vithala R. Rao; PART I INTRODUCTION/FOUNDATIONS; 1 Pricing objectives and strategies: a cross-country survey; 2 Willingness to pay: measurement and managerial implications; 3 Measurement of own- and cross-price effects; 4 Behavioral pricing; 5 Consumer search and pricing; 6 Structural models of pricing; 7 Heuristics in numerical cognition: implications for pricing; 8 Price cues and customer price knowledge; PART II PRICING DECISIONS AND MARKETING MIX; 9 Strategic pricing of new products and services |
Summary |
Pricing is an essential aspect of the marketing mix for brands and products. This book covers the various developments and concepts as applied to tackling pricing problems. It is suitable for academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants |
Notes |
Description based on print version record |
Bibliography |
Includes bibliographical references and index |
Notes |
Also available in print |
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Original version xxi, 593 p. : ill |
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System requirements for PC users: Internet Explorer 5.5 and above, Adobe Acrobat reader 6.0.2 and above. For Mac users: Safari 1.2 and above, Adobe Acrobat reader 7.0 and above |
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Description based on print version record |
Subject |
Marketing
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Pricing
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Genre/Form |
Electronic books
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Electronic books
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Form |
Electronic book
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Author |
Rao, Vithala R., editor
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ebrary, Inc., issuing body
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ISBN |
9781848447448 (electronic book) |
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1848447442\q(electronic book) |
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