haku: @author Guiltinan, J. P. / yhteensä: 4
viite: 4 / 4
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| Tekijä: | Guiltinan, J. P. |
| Otsikko: | The price bundling of services : a normative framework. |
| Lehti: | Journal of Marketing
1987 : APR, VOL. 51:2, p. 74-85 |
| Asiasana: | SERVICE INDUSTRIES PRICING DISCOUNT RATE MARKETING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The demand conditions under which price bundling can be an effective marketing tool are aimed to be identified. First however, because there are several forms of bundling, the various approaches that can be taken in developing bundles must be distinguished.A normative framework is presented for selecting appropriate types of services for different mixed-bundling discount forms. The framework extends the economic theory of bundling to permit explicit consideration of different types of complementary relationships and strategic marketing objectives. |
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