Behavioral issues in price setting in business-to-business marketing: a framework for analysis
(2015)
Journal Article
Iyer, G., Xiao, S., Sharma, A., & Nicholson, M. (2015). Behavioral issues in price setting in business-to-business marketing: a framework for analysis. Industrial Marketing Management, 47, 6-16. https://doi.org/10.1016/j.indmarman.2015.02.001
Business-to-business pricing research has often focused on developing rational and normative frameworks and models for pricing issues, strategies and tactics. However, there has been less attention given to behavioral models that help us understand t... Read More about Behavioral issues in price setting in business-to-business marketing: a framework for analysis.