search query: @author Gijsbrechts, E. / total: 10
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| Author: | Gijsbrechts, E. |
| Title: | Prices and pricing research in consumer marketing: some recent developments |
| Journal: | International Journal of Research in Marketing
1993 : JUN, VOL. 10, p. 115-151 |
| Index terms: | MARKETING PRICING RESEARCH PRICES |
| Language: | eng |
| Abstract: | Developing an appropriate pricing strategy is both crucial and highly complex. This paper provides a picture of the major research streams in pricing since 1984. The review is structured around the following topics: the multifaceted character of price; recent insights into the consumer's decision process with respect to price; price as an indicator of quality. The evaluation of pricing strategies, such as price promotion strategies, multi-product prices, and dynamic and new product pricing, is presented. The paper also summerizes some thoughts on the measurement of price effects, and indicates of directions for future research. |
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