ESCP Europe

Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This book provides current knowledge of pricing and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. It covers various developments and concepts as applied to tackling pricing problems : game theory and microeconomics ; behavioral decision theory ; psychological and social dimensions ; newer market mechanisms of auctions in pricing research.