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.
|Type||Book Review doi:10.1057/rpm.2008.23|
|Number of pages||402|
|Publication status||Published (in print/issue) - 2008|