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Pricing: Improving teaching content and relevancy in undergraduate textbooks
| Content Provider | Semantic Scholar |
|---|---|
| Author | Tewari, Jitendra K. |
| Copyright Year | 2014 |
| Abstract | The pricing chapters in marketing textbooks cover a major strategic area that is increasing in importance, and they also include a coverage of the basic arithmetic of revenues and costs in business. The pricing chapters have changed little over the last two decades, and this research seeks to: a) make recommendations to improve the usability of textbooks in a changing business environment b) improve links with the theoretical advances in the pricing literature c) identify those areas in the present teaching of pricing where students often have misconceptions d) identify some gap areas in the teaching of pricing at the undergraduate level that need to be addressed The paper reviews the detailed contents of the pricing chapters in eleven popular marketing textbooks, as well as some theoretical developments in the pricing area that could be integrated in undergraduate teaching. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.aabri.comwww.aabri.com/manuscripts/141978.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
