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Handbook of Pricing Research in Marketing

By: Vithala R. Rao (Author)

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Ksh 14,300.00

Format: Paperback or Softback

ISBN-13: 9781849804417

Publisher: Edward Elgar Publishing Ltd

Publication Date: Sep 30th, 2010

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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