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Keywords: Pricing
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Journal Articles
Behavioral response to online pricing: empirical and managerial insights
Available to Purchase
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2022) 14 (2): 167–185.
Published: 02 March 2022
...Gurumurthy Kalyanaram; Gordhan K. Saini; Suresh Mony; N. Jayasankaran Purpose Pricing is always a fundamental marketing element. In the digital marketing/e-commerce context, there are two universal phenomena: desire to micro-segment and customize, and the adverse reaction upon unfair perception...
