Strategic Online and Offline Retail Pricing: A Review and Research Agenda

被引：93

作者：

Grewal, Dhruv ^{[1
]}

Janakiraman, Ramkumar ^{[2
]}

Kalyanam, Kirthi ^{[3
]}

Kannan, P. K. ^{[4
]}

Ratchford, Brian ^{[5
]}

Song, Reo ^{[2
]}

Tolerico, Stephen

机构：

[1] Babson Coll, Babson Pk, MA 02457 USA

[2] Texas A&M Univ, Mays Business Sch, College Stn, TX 77843 USA

[3] Santa Clara Univ, Leavey Sch Business, Santa Clara, CA 95032 USA

[4] Univ Maryland, Robert H Smith Sch Business, College Pk, MD 20742 USA

[5] Univ Texas Dallas, Sch Management, Richardson, TX 75080 USA

来源：

JOURNAL OF INTERACTIVE MARKETING | 2010年 / 24卷 / 02期

关键词：

Retail Pricing; Promotion; Online; Offline; EMPIRICAL-ANALYSIS; SEARCH COSTS; WAL-MART; INTERNET; DISPERSION; INFORMATION; MODEL; CUSTOMER; COMPETITION; MARKETS;

D O I：

10.1016/j.intmar.2010.02.007

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In the increasingly complex retailing environment, more and more retailers operate in more than one channel, such as brick-and-mortar, catalogs, and online. Success in this dynamic environment relies on the strategic management and coordination of both online and offline pricing. This article provides an overview of findings from past research in both offline and online domains and presents an organizing framework, as well as an agenda to spur additional research. (C) 2010 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

引用

页码：138 / 154

页数：17

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