Handbook of pricing research in marketing
著者
書誌事項
Handbook of pricing research in marketing
Edward Elgar, 2010, c2009
- : pbk
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
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注記
Includes bibliographical references and index
"Paperback edition 2010"--T.p. verso
内容説明・目次
内容説明
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.
目次
Contents:
Foreword
Introduction
Vithala R. Rao
PART I: INTRODUCTION/FOUNDATIONS
1. Pricing Objectives and Strategies: A Cross-Country Survey
Vithala R. Rao and Benjamin Kartono
2. Willingness to Pay: Measurement and Managerial Implications
Kamel Jedidi and Sharan Jagpal
3. Measurement of Own- and Cross-Price Effects
Qing Liu, Thomas Otter and Greg M. Allenby
4. Behavioral Pricing
Aradhna Krishna
5. Consumer Search and Pricing
Brian T. Ratchford
6. Structural Models of Pricing
Tat Chan, Vrinda Kadiyali and Ping Xiao
7. Heuristics in Numerical Cognition: Implications for Pricing
Manoj Thomas and Vicki Morwitz
8. Price Cues and Customer Price Knowledge
Eric T. Anderson and Duncan I. Simester
PART II: PRICING DECISIONS AND MARKETING MIX
9. Strategic Pricing of New Products and Services
Rabikar Chatterjee
10. Product Line Pricing
Yuxin Chen
11. The Design and Pricing of Bundles: A Review of Normative Guidelines and Practical Approaches
R. Venkatesh and Vijay Mahajan
12. Pricing of National Brands Versus Store Brands: Market Power Components, Findings and Research Opportunities
Koen Pauwels and Shuba Srinivasan
13. Trade Promotions
Chakravarthi Narasimhan
14. Competitive Targeted Pricing: Perspectives from Theoretical Research
Z. John Zhang
15. Pricing in Marketing Channels
K. Sudhir and Sumon Datta
16. Nonlinear Pricing
Raghuram Iyengar and Sunil Gupta
17. Dynamic Pricing
P.B. (Seethu) Seetharaman
PART III: SPECIAL TOPICS
18. Strategic Pricing: An Analysis of Social Influences
Wilfred Amaldoss and Sanjay Jain
19. Online and Name-Your-Own-Price Auctions: A Literature Review
Young-Hoon Park and Xin Wang
20. Pricing Under Network Effects
Hongju Liu and Pradeep K. Chintagunta
21. Advance Selling Theory
Jinhong Xie and Steven M. Shugan
22. Pricing and Revenue Management
Sheryl E. Kimes
23. Pharmaceutical Pricing
Samuel H. Kina and Marta Wosinska
24. Pricing for Nonprofit Organizations
Yong Liu and Charles B. Weinberg
25. Pricing in Services
Stowe Shoemaker and Anna S. Mattila
26. Strategic Pricing Response and Optimization in Operations Management
Teck H. Ho and Xuanming Su
Index
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