Handbook of Pricing Research in Marketing (Research Handbooks in Business and Management series)

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. Content: Contents:ForewordPrefacePART 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 Pricing Tat 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 PromotionsChakravarti Narasimhan14. Competitive Targeted Pricing: Perspectives from Theoretical ResearchZ. John Zhang15. Pricing n Marketing ChannelsK. Sudhir and Sumon Datta16. Nonlinear PricingRaghuram Iyengar and Sunil Gupta17. Dynamic PricingP.B. (Seethu) SeethatamanPART 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 Wosinka24. Pricing for Nonprofit OrganizationsYong Liu and Charles B. Weinberg25. Pricing in ServicesStowe Schoemaker and Anna S. Mattila26. Strategic Pricing Response and Optimization in Operations ManagementTeck H. Ho and Xuanming SuIndex Pricing is an essential aspect of the marketing mix for brands and products. This book covers the various developments and concepts as applied to tackling pricing problems. It is suitable for academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants