Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, includi

Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, p

The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented fi

The results of marketing research can inform marketing decisions such as in concept/product testing, market segmentation, competitive analysis, customer satisfa