Copyright; Copyright; 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
