Exploiting the opportunities of Internet and multi‐channel pricing: an exploratory research

Francesca Sotgiu (SDA Bocconi, Bocconi University Graduate School of Management, Università Commerciale Luigi Bocconi, Milan, Italy)
Fabio Ancarani (Assistant Professor in Marketing, at SDA Bocconi, Bocconi University Graduate School of Management, Università Commerciale Luigi Bocconi, Milan, Italy)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 March 2004

Abstract

Smart firms are not worried about the impact of the Internet on pricing, but realise that they have the unique opportunity to exploit new options and improve their marketing performance. Multi‐channel pricing is one of the most interesting opportunities firms can exploit in the digital economy. Reviews the existing literature on pricing on the Internet and on multi‐channel pricing. Presents the results of an exploratory research on price opportunities perceived by firms. Offers a picture of the possible multi‐channel options available to firms and highlights the importance of the value for and of the customer.

Keywords

Citation

Sotgiu, F. and Ancarani, F. (2004), "Exploiting the opportunities of Internet and multi‐channel pricing: an exploratory research", Journal of Product & Brand Management, Vol. 13 No. 2, pp. 125-136. https://doi.org/10.1108/10610420410529753

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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