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 |