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A bargain theory of pricing

Reed Moyer (Michigan State University, Michigan, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 1971

398

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

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MCB UP Ltd

Copyright © 1971, MCB UP Limited

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