Abstract
This chapter reviews how rational customers or buyers should respond to firms' pricing decisions and how firms should optimize prices as a consequence of these strategic responses. The key departure from standard economic and marketing pricing research is that either customers or firms are simultaneously faced with other operational choices, such as capacity sizing and inventory control, which are of central interest to operations management researchers. The chapter covers four broad areas and it is intended to serve as a selective rather than comprehensive review of the extensive literature.
| Original language | English |
|---|---|
| Title of host publication | Handbook of Pricing Research in Marketing |
| Publisher | Edward Elgar Publishing Ltd. |
| Pages | 557-580 |
| Number of pages | 24 |
| ISBN (Electronic) | 9781848447448 |
| ISBN (Print) | 9781847202406 |
| Publication status | Published - Mar 31 2009 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© Vithala R. Rao 2009. All rights reserved.
ASJC Scopus Subject Areas
- General Social Sciences
- General Economics,Econometrics and Finance
- General Business,Management and Accounting