Rao (marketing and quantitative methods, Cornell U.) presents 26 chapters reviewing the state-of-the-art research by established marketing scholars on various topics in pricing. The chapters are organized into three sections covering: firstly, foundational topics such as measurement of willingness to pay and managerial implications, measurement of own- and cross-price effects, behavioral pricing, consumer search and pricing, structural models of pricing, heuristics in numerical cognition and implications for pricing, and price cues and customer price knowledge; secondly, pricing decisions and marketing mix topics, including strategic pricing of new products and services, product line pricing, normative guidelines and practical approaches to the design and pricing of bundles, pricing of national brands versus store brands, trade promotions, competitive targeted pricing, pricing in marketing channels, nonlinear pricing, and dynamic pricing; and finally, specialized topics such as social influences on strategic pricing, pricing under network effects, advance selling theory, pricing and revenue management, pharmaceutical pricing, pricing for nonprofit organizations, pricing in services, and strategic pricing response and optimization in operations management. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)
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