Lee, Matthew; Law, Dr. Frankie - In: Journal of Social Sciences (COES&RJ-JSS) 4 (2015) 1, pp. 705-725
Pricing is one of the most sophisticated and critical issues which managers have to face. It is obvious that managers have been undervaluing the behavioural and psychological perspective of pricing for many years. With a clear understanding of behavioural pricing, managers are able to make extra...