Prices and pricing research in consumer marketing: Some recent developments
E Gijsbrechts - International journal of research in marketing, 1993 - Elsevier
In recent years, it has increasingly been recognized that developing an appropriate pricing
strategy is both crucial and highly complex. The marketing literature reflects this point of view
and contains an impressive number of contributions in the pricing area. Monroe and Della
Bitta (Journal of Marketing Research 25 (Aug. 1979) 413–428) and Rao (Journal of
Business 57 (1)(1984) S39–S50) review these publications up to 1984. This paper provides
a picture of the major research streams in pricing since that date. The review is structured …
strategy is both crucial and highly complex. The marketing literature reflects this point of view
and contains an impressive number of contributions in the pricing area. Monroe and Della
Bitta (Journal of Marketing Research 25 (Aug. 1979) 413–428) and Rao (Journal of
Business 57 (1)(1984) S39–S50) review these publications up to 1984. This paper provides
a picture of the major research streams in pricing since that date. The review is structured …
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