To influence or not to influence : external reference price strategies in pay-what-you-want pricing
Year of publication: |
2013
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Authors: | Johnson, Jennifer Wiggins ; Cui, Annie Peng |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 66.2013, 2, p. 275-281
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Subject: | Preismanagement | Pricing strategy | Zahlungsbereitschaftsanalyse | Willingness to pay | Kaufentscheidung | Purchase decision | Verkaufsförderung | Sales promotion |
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