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Handbook of Pricing Research in Marketing

Edited by Vithala R. Rao, Deane W. Malott Professor of Management and Professor of Marketing and Quantitative Methods, Cornell University, US
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.
Extent: 616 pp
Hardback Price: £182.00 Online: £163.80
Publication Date: 2009
ISBN: 978 1 84720 240 6
Availability: In Stock
Paperback Price: £51.00 Online: £40.80
Publication Date: 2010
ISBN: 978 1 84980 441 7
Availability: In Stock
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  • Business and Management
  • Marketing
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.
Contributors: G.M. Allenby, W. Amaldoss, E.T. Anderson, T. Chan, R. Chatterjee, Y. Chen, P.K. Chintagunta, S. Datta, S. Gupta, T.H. Ho, R. Iyengar, S. Jagpal, S. Jain, K. Jedidi, V. Kadiyali, B. Kartono, S.E. Kimes, S.H. Kina, A. Krishna, H. Liu, Q. Liu, Y. Liu, V. Mahajan, A.S. Mattila, V. Morwitz, C. Narasimhan, T. Otter, Y-H. Park, K. Pauwels, V.R. Rao, B.T. Ratchford, P.B. Seetharaman, S. Shoemaker, S.M. Shugan, D.I. Simester, S. Srinivasan, X. Su, K. Sudhir, M. Thomas, R. Venkatesh, X. Wang, C.B. Weinberg, M. Wosinska, P. Xiao, J. Xie, Z.J. Zhang
Contents:

Foreword

Introduction
Vithala R. Rao

PART I: INTRODUCTION/FOUNDATIONS
1. Pricing Objectives and Strategies: A Cross-Country Survey
Vithala R. Rao and Benjamin Kartono

2. Willingness to Pay: Measurement and Managerial Implications
Kamel Jedidi and Sharan Jagpal

3. Measurement of Own- and Cross-Price Effects
Qing Liu, Thomas Otter and Greg M. Allenby

4. Behavioral Pricing
Aradhna Krishna

5. Consumer Search and Pricing
Brian T. Ratchford

6. Structural Models of Pricing
Tat Chan, Vrinda Kadiyali and Ping Xiao

7. Heuristics in Numerical Cognition: Implications for Pricing
Manoj Thomas and Vicki Morwitz

8. Price Cues and Customer Price Knowledge
Eric T. Anderson and Duncan I. Simester

PART II: PRICING DECISIONS AND MARKETING MIX
9. Strategic Pricing of New Products and Services
Rabikar Chatterjee

10. Product Line Pricing
Yuxin Chen

11. The Design and Pricing of Bundles: A Review of Normative Guidelines and Practical Approaches
R. Venkatesh and Vijay Mahajan

12. Pricing of National Brands Versus Store Brands: Market Power Components, Findings and Research Opportunities
Koen Pauwels and Shuba Srinivasan

13. Trade Promotions
Chakravarthi Narasimhan

14. Competitive Targeted Pricing: Perspectives from Theoretical Research
Z. John Zhang

15. Pricing in Marketing Channels
K. Sudhir and Sumon Datta

16. Nonlinear Pricing
Raghuram Iyengar and Sunil Gupta

17. Dynamic Pricing
P.B. (Seethu) Seetharaman

PART III: SPECIAL TOPICS
18. Strategic Pricing: An Analysis of Social Influences
Wilfred Amaldoss and Sanjay Jain

19. Online and Name-Your-Own-Price Auctions: A Literature Review
Young-Hoon Park and Xin Wang

20. Pricing Under Network Effects
Hongju Liu and Pradeep K. Chintagunta

21. Advance Selling Theory
Jinhong Xie and Steven M. Shugan

22. Pricing and Revenue Management
Sheryl E. Kimes

23. Pharmaceutical Pricing
Samuel H. Kina and Marta Wosinska

24. Pricing for Nonprofit Organizations
Yong Liu and Charles B. Weinberg

25. Pricing in Services
Stowe Shoemaker and Anna S. Mattila

26. Strategic Pricing Response and Optimization in Operations Management
Teck H. Ho and Xuanming Su

Index