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Handbook of Pricing Research in Marketing

By: Vithala R. Rao (Author)

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Ksh 62,700.00

Format: Hardback or Cased Book

ISBN-13: 9781847202406

Publisher: Edward Elgar Publishing Ltd

Publication Date: Mar 31st, 2009

Category: Sales & marketing management

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Pricing is an essential aspect of the marketing mix for brands and products. 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.

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