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.
Edited by Vithala R. Rao, Deane W. Malott Professor of Management and Professor of Marketing and Quantitative Methods, Cornell University, US
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