Abstract
In this chapter the role of pricing in the marketing mix is examined. An emphasis is placed on its importance and sample applications from the literature in which pricing strategies were developed alongside with the development of a marketing strategy are present. The main objective of this is to familiarize the reader with pricing research in the context of marketing. The importance of pricing also explains the great interest in the topic the management of the Nokia online shop in Germany has.
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© 2006 Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden
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(2006). Pricing in the Marketing Mix. In: Estimation of Willingness-to-Pay. DUV. https://doi.org/10.1007/978-3-8350-9244-0_2
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DOI: https://doi.org/10.1007/978-3-8350-9244-0_2
Publisher Name: DUV
Print ISBN: 978-3-8350-0399-6
Online ISBN: 978-3-8350-9244-0
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