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E-book
Author Rao, V.R

Title Handbook of pricing research in marketing / edited by Vithala R. Rao
Published Cheltenham, UK ; Northampton, MA : Edward Elgar, c2009
Cheltenham, UK ; Northampton, MA : Edward Elgar, [2009]
©2009
Online access available from:
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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
Original version xxi, 593 p. : ill
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
Description based on print version record
Subject Marketing
Pricing
Genre/Form Electronic books
Electronic books
Form Electronic book
Author Rao, Vithala R., editor
ebrary, Inc., issuing body
ISBN 9781848447448 (electronic book)
1848447442\q(electronic book)
OTHER TI Ebrary Purchase Titles