Handbook of Pricing Research in Marketing by Vithala R. Rao (English) Hardcover

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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.

FORMATHardcover LANGUAGEEnglish CONDITIONBrand New Publisher Description

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.The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. 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. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems.Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.

Author Biography

Edited by Vithala R. Rao, Deane W. Malott Professor of Management (Emeritus) and formerly Professor of Marketing and Quantitative Methods, Johnson Graduate School of Management, Johnson College of Business, Cornell University, US

Table of Contents

Contents:ForewordIntroductionVithala R. RaoPART I: INTRODUCTION/FOUNDATIONS1. Pricing Objectives and Strategies: A Cross-Country SurveyVithala R. Rao and Benjamin Kartono2. Willingness to Pay: Measurement and Managerial ImplicationsKamel Jedidi and Sharan Jagpal3. Measurement of Own- and Cross-Price EffectsQing Liu, Thomas Otter and Greg M. Allenby4. Behavioral PricingAradhna Krishna5. Consumer Search and PricingBrian T. Ratchford6. Structural Models of PricingTat Chan, Vrinda Kadiyali and Ping Xiao7. Heuristics in Numerical Cognition: Implications for PricingManoj Thomas and Vicki Morwitz8. Price Cues and Customer Price KnowledgeEric T. Anderson and Duncan I. SimesterPART II: PRICING DECISIONS AND MARKETING MIX9. Strategic Pricing of New Products and ServicesRabikar Chatterjee10. Product Line PricingYuxin Chen11. The Design and Pricing of Bundles: A Review of Normative Guidelines and Practical ApproachesR. Venkatesh and Vijay Mahajan12. Pricing of National Brands Versus Store Brands: Market Power Components, Findings and Research OpportunitiesKoen Pauwels and Shuba Srinivasan13. Trade PromotionsChakravarthi Narasimhan14. Competitive Targeted Pricing: Perspectives from Theoretical ResearchZ. John Zhang15. Pricing in Marketing ChannelsK. Sudhir and Sumon Datta16. Nonlinear PricingRaghuram Iyengar and Sunil Gupta17. Dynamic PricingP.B. (Seethu) SeetharamanPART III: SPECIAL TOPICS18. Strategic Pricing: An Analysis of Social InfluencesWilfred Amaldoss and Sanjay Jain19. Online and Name-Your-Own-Price Auctions: A Literature ReviewYoung-Hoon Park and Xin Wang20. Pricing Under Network EffectsHongju Liu and Pradeep K. Chintagunta21. Advance Selling TheoryJinhong Xie and Steven M. Shugan22. Pricing and Revenue ManagementSheryl E. Kimes23. Pharmaceutical PricingSamuel H. Kina and Marta Wosinska24. Pricing for Nonprofit OrganizationsYong Liu and Charles B. Weinberg25. Pricing in ServicesStowe Shoemaker and Anna S. Mattila26. Strategic Pricing Response and Optimization in Operations ManagementTeck H. Ho and Xuanming SuIndex

Long Description

Strange Flowerstells the personal stories of nine writers and artists working between Australia and China, offering diverse perspectives on two creative cultures. It takes us into the cities and towns of modern China, into the Australian studios and homes of creative people, and sheds light on the daily acts of translation and transformation needed to bridge languages, cultures and generations. Explore the intensity of pre-Olympics Beijing by bike with Sydney artist Melody Willis; take to the streets of the 798 art district with Michael Yuen's cross-cultural Donkey Institute of Contemporary Art; or have a beer with editor Ivor Indyk and novelist Ah Jian in the intimate but difficult space between people who live in different languages. Alice Pung writes of the generation gap in modern China, and journeys back to her ancestral homeland in Jie Yang, while Benjamin Law goes in search of queer culture and the Chinese internet. James Stuart relives the Szechuan earthquake and its aftermath through the lens of literature; Li Yao speaks of the pleasures and challenges of a lifetime spent translating Australian books into Chinese; Zhao Chuan traces the Australian influence that runs through his writing, theatre-making and photography; and Ouyang Yu speaks of how, through cycles of influence that oscillate between China and the West, strange flowers bloom when creative seeds are planted in foreign soil.

Details ISBN1847202403 Year 2009 ISBN-10 1847202403 ISBN-13 9781847202406 Format Hardcover Author Vithala R. Rao Pages 616 Language English Media Book DEWEY 658.816 Imprint Edward Elgar Publishing Ltd Place of Publication Cheltenham Country of Publication United Kingdom AU Release Date 2009-03-31 NZ Release Date 2009-03-31 UK Release Date 2009-03-31 Publisher Edward Elgar Publishing Ltd Publication Date 2009-03-31 Series Research Handbooks in Business and Management series Edited by Vithala R. Rao Audience Professional & Vocational We've got this

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