The Price is Wrong

Una McMahon-Beattie

The Price is Wrong

Research output: Other contribution › peer-review

Abstract

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 language	English
Type	Book Review doi:10.1057/rpm.2008.23
Number of pages	402
Publication status	Published - 2008

Access to Document

http://www.palgrave-journals.com/rpm/journal/v7/n4/pdf/rpm200823a.pdf

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