Behavioral pricing

Behavioral pricing

by Hooman Estelani, Sarah Maxwell

Book 13 of Journal of Product & Brand Management. No. 6 --

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About
Price management is one of the most central and sensitive elements of the process of managing a successful brand. Even a small change in price can have a disproportionate change in profitability, thereby increasing the importance of accurate and scientific ways of determining optimal prices.Previously published in: Journal of Product & Brand Management, Volume 13, Number 6, 2004.

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