Scientific knowledge and practical advice are combined in this book. Leading scientists present their latest research results in the area of product and price bundling, with respect to optimization as well as to behavioral bundling approaches. In addition the reader will learn how to implement...

Klappentext: With the Price Estimation scene (PE scene) Christoph Breidert introduces a new method to estimate willingness-to-pay. It works as an additional interview scene appended to conjoint analysis and offers the respondents a dynamically generated sequence of product choices with assigned...

"Contextualizing Ernest Dichter within modern consumer culture and the rise of psychological approaches to post-war consumption in Europe and the US, this book argues that 1950s motivation research gives a unique vantage point from which to address questions of the transatlantic transfer of the...