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.
Author(s): Vithala R. Rao
Publisher: Edward Elgar Pub
Year: 2009
Language: English
Pages: 593
Title Page
......Page 4
Copyright......Page 5
Contents......Page 6
Contributors......Page 8
Foreword......Page 20
Acknowledgments......Page 22
Introduction Vithala R. Rao......Page 24
PART I INTRODUCTION/FOUNDATIONS......Page 30
1 Pricing objectives and strategies: a cross-country survey......Page 32
2 Willingness to pay: measurement and managerial implications......Page 60
3 Measurement of own- and cross-price effects......Page 84
4 Behavioral pricing......Page 99
5 Consumer search and pricing......Page 114
6 Structural models of pricing......Page 131
7 Heuristics in numerical cognition: implications for pricing......Page 155
8 Price cues and customer price knowledge......Page 173
PART II PRICING DECISIONS AND MARKETING MIX......Page 190
9 Strategic pricing of new products and services......Page 192
10 Product line pricing......Page 239
11 The design and pricing of bundles: a review of normative guidelines and practical approaches......Page 255
12 Pricing of national brands versus store brands: market power components, findings and research opportunities......Page 281
13 Trade promotions......Page 306
14 Competitive targeted pricing: perspectives from theoretical research......Page 325
15 Pricing in marketing channels......Page 342
16 Nonlinear pricing......Page 378
17 Dynamic pricing......Page 407
PART III SPECIAL TOPICS......Page 418
18 Strategic pricing: an analysis of social influences......Page 420
19 Online and name-your-own-price auctions: a literature review......Page 442
20 Pricing under network effects......Page 458
21 Advance selling theory......Page 474
22 Pricing and revenue management......Page 500
23 Pharmaceutical pricing......Page 511
24 Pricing for nonprofi t organizations......Page 535
25 Pricing in services......Page 558
26 Strategic pricing response and optimization in operations management......Page 580
Index......Page 604
