... prices Price positioning Consumer risk With increasing changes in the methods used to present prices to consumers, such as dynamic pricing systems (Kopalle et al., 1996), sequences or series of prices have become more commonplace. Simple internet searches yield graphs of past prices...

... be contacted at: b.lowe@kent.ac.uk © Emerald Group Publishing Limited 2010 Promotional methods Discounts Consumer risk Systematic research into promotional effectiveness is important to marketing because sales promotions account for such a large proportion of marketing expenditure (Kotler...