Price Fairness - Monroe, Kent B
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"Price Fairness" by Kent B. Monroe dives deep into the critical and often debated concept of fairness in pricing. This comprehensive volume explores how consumers perceive pricing as fair or unfair and the psychological, ethical, and cultural factors influencing their judgments. Monroe meticulously dissects real-world examples and research to explain how fairness perceptions impact purchasing behavior, brand loyalty, and market competition. The book bridges the gap between theoretical insights and practical applications, offering valuable strategies for marketers and businesses to establish…mehr

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Produktbeschreibung
"Price Fairness" by Kent B. Monroe dives deep into the critical and often debated concept of fairness in pricing. This comprehensive volume explores how consumers perceive pricing as fair or unfair and the psychological, ethical, and cultural factors influencing their judgments. Monroe meticulously dissects real-world examples and research to explain how fairness perceptions impact purchasing behavior, brand loyalty, and market competition. The book bridges the gap between theoretical insights and practical applications, offering valuable strategies for marketers and businesses to establish and maintain pricing policies that resonate with customers. With chapters highlighting fairness in competitive pricing, the role of transparency, and the effects of price changes, Monroe provides actionable insights into building trust and credibility through pricing strategies. An essential resource for academics, marketing professionals, and students, Price Fairness equips readers with tools to navigate the complexities of pricing decisions in today's dynamic and globalized economy. This volume is a testament to Kent B. Monroe's influential research, shaping how we understand and apply the principles of fairness in pricing.
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Autorenporträt
Kent B. Monroe is the J.M. Jones Distinguished Professor of Marketing Emeritus,University of Illinois at Urbana-Champaign, USA, and Distinguished Visiting Scholar,University of Richmond, Virginia, USA.Professor Monroe has pioneered research on the information value of price. He hasauthored Pricing: Making Profitable Decisions, 3rd ed. (2003; Chinese edition 2005).He has presented papers before various international associations in Asia, Europe, andNorth America. His research has been published in the Journal of Marketing Research,Journal of Consumer Research, Journal of Marketing, Management Science, Journal of theAcademy of Marketing Science, Journal of Retailing, and other journals. He chaired theAmerican Marketing Association's Development of Marketing Thought Task Force(1984-88) and was the editor of the Journal of Consumer Research (1991-93). He isa Fellow of the Decision Sciences Institute and of the Association for Consumer Research.He served as the first editor of Pricing Practice and Strategy (1993-2003).Among his many awards and recognitions are "Pricer of the Year" by the PricingInstitute (April 1999); recognition for contributions to behavioral pricing research bythe Pricing Center, Fordham University (October 2000); Marketing Pioneer Awardfor lifetime contributions to the development of pricing theory in marketing (April2002); the American Marketing Association/Irwin/McGraw-Hill Distinguished MarketingEducator Award (February 2005); and the Converse award for contributions tomarketing knowledge (April 2008).He has conducted executive training programs for business firms, non-profitorganizations, and universities in North and South America, Europe, Asia, Australia,and Africa. He regularly conducts a pricing certification workshop for the ProfessionalPricing Society in the United States.