Handbook of Pricing Research in Marketing

Abstract

The Handbook divides roughly into thirds: Part I – Introduction/ Foundations, Part II – Pricing Decisions and Marketing Mix, and Part III – Special Topics, the latter emphasizing recent developments. I am also completely impressed with Vithala’s people organizational skills in making 26 chapters with 26 sets of authors and reviewers actually happen. This Handbook consists of 26 chapters and is an attempt to bring together state-of-theart research by established marketing scholars on various topics in pricing. The chapters are specifi cally written for this Handbook. The chapters cover various developments and concepts as applied to tackling pricing problems. Based on a thorough academic review, the authors have revised their initial drafts of chapters.