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| Author: | Cansier, A. |
| Title: | Endverbraucherpreisbildung bei Efficient Consumer Response und Category Management |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
2001 : VOL. 23:3, p. 159-167 |
| Index terms: | Consumers Price policy |
| Language: | ger |
| Abstract: | The analysis shows how to determine the consumer price according to the ECR-targets. Particularities of CM are taken into account. This price policy of cooperative behaviour turns out to be advantageous in comparison with non-cooperative pricing. The requirements of an optimal category are formulated. The results show that complementary goods are important for an optimal category. |
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