Handbook of Pricing Research in 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.

Table of Contents

PART I INTRODUCTION/FOUNDATIONS
Chapter 1 Pricing objectives and strategies: a cross-country survey
Chapter 2 Willingness to pay: measurement and managerial implications
Chapter 3 Measurement of own- and cross-price effects
Chapter 4 Behavioral pricing
Chapter 5 Consumer search and pricing
Chapter 6 Structural models of pricing
Chapter 7 Heuristics in numerical cognition: implications for pricing
Chapter 8 Price cues and customer price knowledge

PART II PRICING DECISIONS AND MARKETING MIX
Chapter 9 Strategic pricing of new products and services
Chapter 10 Product line pricing
Chapter 11 The design and pricing of bundles: a review of normative guidelines and practical approaches
Chapter 12 Pricing of national brands versus store brands: market power components, findings and research opportunities
Chapter 13 Trade promotions
Chapter 14 Competitive targeted pricing: perspectives from theoretical research
Chapter 15 Pricing in marketing channels
Chapter 16 Nonlinear pricing
Chapter 17 Dynamic pricing

PART III SPECIAL TOPICS
Chapter 18 Strategic pricing: an analysis of social influences
Chapter 19 Online and name-your-own-price auctions: a literature review
Chapter 20 Pricing under network effects
Chapter 21 Advance selling theory
Chapter 22 Pricing and revenue management
Chapter 23 Pharmaceutical pricing
Chapter 24 Pricing for nonprofi t organizations
Chapter 25 Pricing in services
Chapter 26 Strategic pricing response and optimization in operations management