Price plays a very important role in any consumer buying decision process. One of the attempts to explain the consumer behavior vis-à-vis pricing involves the idea of reference pricing. It is very common to find practices of external reference pricing or advertised reference pricing by the...

This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and...