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The Price is Wrong

McMahon-Beattie, Una (2008) The Price is Wrong. [Other]

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URL: http://www.palgrave-journals.com/rpm/journal/v7/n4/pdf/rpm200823a.pdf


This book provides an interesting perspective on consumers' reaction to price fairness. The success or failure of a pricing strategy, Maxwell argues, often hinges on the fairness issue and as such pricing managers would benefit from paying attention to the emotional aspect of consumers' responses to price.

Item Type:Other
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29258
Deposited By: Professor Una McMahon-Beattie
Deposited On:10 Apr 2014 11:06
Last Modified:10 Apr 2014 11:06

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