【资料名称】：Handbook of Pricing Research in Marketing
【资料作者】：Vithala R. Rao
【出版社】：Edward Elgar Pub
【简介及目录】：   





List of contributors vii
Foreword xix
Acknowledgments xxi
Introduction 1
Vithala R. Rao
PART I INTRODUCTION/FOUNDATIONS
1 Pricing objectives and strategies: a cross-country survey 9
Vithala R. Rao and Benjamin Kartono
2 Willingness to pay: measurement and managerial implications 37
Kamel Jedidi and Sharan Jagpal
3 Measurement of own- and cross-price effects 61
Qing Liu, Thomas Otter and Greg M. Allenby
4 Behavioral pricing 76
Aradhna Krishna
5 Consumer search and pricing 91
Brian T. Ratchford
6 Structural models of pricing 108
Tat Chan, Vrinda Kadiyali and Ping Xiao
7 Heuristics in numerical cognition: implications for pricing 132
Manoj Thomas and Vicki Morwitz
8 Price cues and customer price knowledge 150
Eric T. Anderson and Duncan I. Simester
PART II PRICING DECISIONS AND MARKETING MIX
9 Strategic pricing of new products and services 169
Rabikar Chatterjee
10 Product line pricing 216
Yuxin Chen
11 The design and pricing of bundles: a review of normative guidelines and
practical approaches 232
R. Venkatesh and Vijay Mahajan
12 Pricing of national brands versus store brands: market power components,
fi ndings and research opportunities 258
Koen Pauwels and Shuba Srinivasan
13 Trade promotions 283
Chakravarthi Narasimhan
14 Competitive targeted pricing: perspectives from theoretical research 302
Z. John Zhang
15 Pricing in marketing channels 319
K. Sudhir and Sumon Datta
16 Nonlinear pricing 355
Raghuram Iyengar and Sunil Gupta
17 Dynamic pricing 384
P.B. (Seethu) Seetharaman
PART III SPECIAL TOPICS
18 Strategic pricing: an analysis of social infl uences 397
Wilfred Amaldoss and Sanjay Jain
19 Online and name-your-own-price auctions: a literature review 419
Young-Hoon Park and Xin Wang
20 Pricing under network effects 435
Hongju Liu and Pradeep K. Chintagunta
21 Advance selling theory 451
Jinhong Xie and Steven M. Shugan
22 Pricing and revenue management 477
Sheryl E. Kimes
23 Pharmaceutical pricing 488
Samuel H. Kina and Marta Wosinska
24 Pricing for nonprofi t organizations 512
Yong Liu and Charles B. Weinberg
25 Pricing in services 535
Stowe Shoemaker and Anna S. Mattila
26 Strategic pricing response and optimization in operations management 557
Teck H. Ho and Xuanming Su
Index 581