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.

About the Author
Edited by Vithala R. Rao, Deane W. Malott Professor of Management (Emeritus) and formerly Professor of Marketing and Quantitative Methods, Johnson Graduate School of Management, Johnson College of Business, Cornell University, US


Book Information
ISBN 9781849804417
Author Vithala R. Rao
Format Paperback
Page Count 616
Imprint Edward Elgar Publishing Ltd
Publisher Edward Elgar Publishing Ltd