The Price is Wrong

Research output: Other contributionpeer-review


This book provides an interesting perspective on consumers' reaction to price fairness. The success or failure of a pricing strategy, Maxwell argues, often hinges on the fairness issue and as such pricing managers would benefit from paying attention to the emotional aspect of consumers' responses to price.
Original languageEnglish
TypeBook Review doi:10.1057/rpm.2008.23
Number of pages402
Publication statusPublished (in print/issue) - 2008


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