Handbook of Pricing Research in Marketing
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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.
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INTRODUCTION/FOUNDATIONS