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  • Author or Editor: Vithala R. Rao x
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Edited by Vithala R. Rao

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Edited by Vithala R. Rao

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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.
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Vithala R. Rao

This chapter reviews four applications to provide the unique flavor and demonstrate the versatility of the conjoint analysis method. The following applications are discussed: store location selection, bidding for contracts, evaluating the market value of a change in a product attribute (MVAI), push marketing strategy in a B2B context, and choice of a distribution channel.

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Vithala R. Rao and Benjamin Kartono

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Natasha Zhang Foutz and Vithala R. Rao

This chapter offers a state-of-the-art review of the research on new product design (NPD) and demand forecasting (NPF) with a focus on initial releases of new products. Based on a conceptual framework rooted in the consumer choice process, this review is organized around the consumer, product, and contextual factors that influence new product design and diffusion. It also describes advances of related research methodologies, particularly in light of the enriched data opportunities in the digital marketing era. Various avenues of future research are then identified, such as effective utilization of digital media and big data for new product design and demand forecasting, new methods for tracing multi-media communications and path-to-purchase; and novel approaches for designing and forecasting demand for experiential and really new products.