Handbook of pricing research in marketing

pt. I. Introduction/foundations -- pt. II. Pricing decisions and marketing mix -- pt. III. Special topics

Main Author: Rao, Vithala R.
Corporate Author: Edward Elgar Publishing
Format: eBook
Language:English
Published: Cheltenham, Glos, U.K Edward Elgar c2009
Subjects:
Online Access:
Collection: Edward Elgar eBooks Archive 1993-2015 - Collection details see MPG.ReNa
Summary:pt. I. Introduction/foundations -- pt. II. Pricing decisions and marketing mix -- pt. III. Special topics
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
Physical Description:xxi, 593 p ill
ISBN:1847202403
9781849804417
9781848447448
9781847202406