This book explores consumers’ behavioral reactions to price through a review of contemporary literature in the field of pricing.
The book delineates the nature and scope of these effects based upon a critical review of the most up-to-date empirical research in the field, and concludes by providing implications for innovation in pricing, and guidance for managers to reduce the disconnect between themselves and consumers. Maciej Kraus Ph.D is an experianced business personality: – over 15 years of experience in sales and strategy. – runs PwC sales strategy and pricing practice . – did+100 projects in in B2B and B2C in +40 countries – lecturer at the Faculty of Management at Warsaw University and guest lecturer at many respected schools (LBS, Kellog and Stanford GSB).