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. 10:2, p. 115-151 |
| Index terms: | PRICES PRICING RESEARCH DEVELOPMENT |
| Language: | eng |
| Abstract: | The review is structured around the following topics: the multifaceted character of price; recent insights into the consumers' decision process with respect to price; price as an indicator of quality. This general treatment of the consumer's behavior towards prices serves as a basis for the evaluation of pricing strategies, such as price promotion strategies, multi-product pricing, and dynamic and new product pricing. The paper also summarizes some thoughts on the measurement of price effects, and indicates directions for future research. |
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