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1、HANDBOOKOFPRICINGRESEARCHINMARKETINGHandbookofPricingResearchinMarketingEditedbyVithalaR.RaoCornellUniversity,USAEdwardElgarCheltenham,UKNorthampton,MA,USA?VithalaR.Rao2009Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystemortransmittedinanyfor
2、morbyanymeans,electronic,mechanicalorphotocopying,recording,orotherwisewithoutthepriorpermissionofthepublisher.PublishedbyEdwardElgarPublishingLimitedTheLypiatts15LansdownRoadCheltenhamGlosGL502JAUKEdwardElgarPublishing,Inc.WilliamPrattHouse9DeweyCourtNorthamptonMassachuset
3、ts01060USAAcataloguerecordforthisbookisavailablefromtheBritishLibraryLibraryofCongressControlNumber:2008943827ISBN9781847202406PrintedandboundinGreatBritainbyMPGBooksLtd,Bodmin,CornwallContentsListofcontributorsviiForewordxixAcknowledgmentsxxiIntroduction1VithalaR.RaoPARTII
4、NTRODUCTION/FOUNDATIONS1Pricingobjectivesandstrategies:across-countrysurvey9VithalaR.RaoandBenjaminKartono2Willingnesstopay:measurementandmanagerialimplications37KamelJedidiandSharanJagpal3Measurementofown-andcross-pricee?ects61QingLiu,ThomasOtterandGregM.Allenby4Behavioral
5、pricing76AradhnaKrishna5Consumersearchandpricing91BrianT.Ratchford6Structuralmodelsofpricing108TatChan,VrindaKadiyaliandPingXiao7Heuristicsinnumericalcognition:implicationsforpricing132ManojThomasandVickiMorwitz8Pricecuesandcustomerpriceknowledge150EricT.AndersonandDuncanI.
6、SimesterPARTIIPRICINGDECISIONSANDMARKETINGMIX9Strategicpricingofnewproductsandservices169RabikarChatterjee10Productlinepricing216YuxinChen11Thedesignandpricingofbundles:areviewofnormativeguidelinesandpracticalapproaches232R.VenkateshandVijayMahajanvviContents12Pricingofnati
7、onalbrandsversusstorebrands:marketpowercomponents,?ndingsandresearchopportunities258KoenPauwelsandShubaSrinivasan13Tradepromotions283ChakravarthiNarasimhan14Competitivetargetedpricing:perspectivesfromtheoreticalresearch302Z.JohnZhang15Pricinginmarketingchannels319K.Sudhiran
8、dSumonDatta16Nonlinearpricing355RaghuramIyengarandSunilGupta17Dynamicpricing384P.B
