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| Author: | Guiltinan, J. P. Grundlach, G. T. |
| Title: | Aggressive and predatory pricing: a framework for analysis |
| Journal: | Journal of Marketing
1996 : JUL, VOL. 60:3, p. 87-102 |
| Index terms: | |
| Freeterms: | PREISPOLITIK, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | The authors examine competitive interaction in the context of aggressive pricing strategies. Although aggressive pricing by one form may initially provide lower prices to consumers, the behavior also can be predatory and ultimately result in undesirable welfare consequences. The authors offer a framework for understanding aggressive and predatory pricing that incorporates research from marketing and related disciplines as well as traditional and newer streams of economic analysis. |
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