Text Chapter 15: Pricing by Russell S.
Text Chapter 17: Sales Promotions by
Kusum L. Ailawadi and Sunil Gupta.
Mela, Carl F., Sunil Gupta, and Donald
R. Lehmann (1997), "The Long-Term Impact of Promotion and
Advertising on Consumer Brand Choice,”
Journal of Marketing
Research, 34 2), 248-61. 1998 Paul E. Green Award and 2002
William F. O’Dell Award. [O’Dell Award winners write a
commentary that is published in JMR. You may wish to look them
Pauwels, Koen, Dominique Hanssens, and
S. Siddarth (2002),"The Long-Term Effects of Price Promotions on
Category Incidence, Brand Choice, and Purchase Quantity,"
Journal of Marketing Research, 39 (4), 421-439.
O’Dell Award (2007).
Zauberman, Gal, et al. (2009), "Discounting time and time
discounting: Subjective time perception and intertemporal
preferences." Journal of Marketing Research 46 (4),
543-556. 2014 William F. O’Dell Award.
The economic literature has had a
profound influence on how marketers think about price.
Beginning with Kent Monroe's seminal work, the specification
of models describing market place reactions to price have
primarily relied on cognitive theories of price perception
that involve different comparison standards (expectations,
other psychological theories relevant? Discuss. What are
some opportunities to incorporate psychological constructs
into models of market place reactions to deals?
Industrial buyer behavior is
significantly different from consumer behavior.
There are differences in the research questions
relevant to B2B versus B2C research on pricing strategies
and tactics, as well as buyer response to price. For
example, initial purchases may be much different from
routinized purchases in a B2B environment, and negotiating
and bidding strategies are frequently important.
Identify some fruitful areas for research in a B2B