Handbook of Pricing Research in Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Vithala R. Rao (Editor) 作者

Edward Elgar Pub

译者

2009-05 出版日期

616 页数

USD 295.00 价格

Hardcover

丛书系列

9781847202406 图书编码

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Handbook of Pricing Research in Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Handbook of Pricing Research in Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Handbook of Pricing Research in Marketing 在线电子书著者简介

Edited by Vithala R. Rao, Deane W. Malott Professor of Management and Professor of Marketing and Quantitative Methods, Cornell University, US

Handbook of Pricing Research in Marketing 在线电子书图书目录

Handbook of Pricing Research in Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 在线电子书下载

Handbook of Pricing Research in Marketing 在线电子书图书描述

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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