A bargain theory of pricing
Abstract
Examines the roots of bargaining power in the nature of market structure, financial resources, sub‐situation possibilities and the innate skills of those doing the bargaining. Looks at the effects of these in pricing strategy. Concludes that, although highly “visible” bargaining is not the main determinant of price, but rather one of a series of factors.
Keywords
Citation
Moyer, R. (1971), "A bargain theory of pricing", European Journal of Marketing, Vol. 5 No. 4, pp. 161-167. https://doi.org/10.1108/EUM0000000005169
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited