Alpert, Frank - In: Journal of Consumer Marketing 13 (1996) 6, pp. 59-62
In a comment in a 1995 issue of the Journal of Consumer Marketing, Paul Koku criticizes an article in a 1993 issue of … the Journal of Consumer Marketing, “Price signaling: does it ever work?”, by Alpert, Wilson and Elliott. In this response … to Koku’s comment, it is argued that, although Koku views price signaling strictly as a borrowed concept, marketing is a …