Table of Contents

Handbook of Pricing Research in Marketing

Handbook of Pricing Research in Marketing

Elgar original reference

Edited by Vithala R. Rao

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.

Chapter 23: Pharmaceutical Pricing

Samuel H. Kina and Marta Wosinska

Subjects: business and management, marketing

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