Comparative Price Advertising - Monroe, Kent B; Publishers, Vibrant
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Comparative Price Advertising by Kent B. Monroe provides an insightful exploration into the impact of comparative advertising on consumer behavior and decision-making. This book delves into how price comparisons influence perceptions of value, fairness, and quality while shedding light on the psychological mechanisms behind these effects. Monroe examines the strategic use of comparative price claims in marketing campaigns, providing readers with empirical research and case studies that illustrate best practices and pitfalls. From ethical considerations to the impact of regulatory frameworks,…mehr

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Produktbeschreibung
Comparative Price Advertising by Kent B. Monroe provides an insightful exploration into the impact of comparative advertising on consumer behavior and decision-making. This book delves into how price comparisons influence perceptions of value, fairness, and quality while shedding light on the psychological mechanisms behind these effects. Monroe examines the strategic use of comparative price claims in marketing campaigns, providing readers with empirical research and case studies that illustrate best practices and pitfalls. From ethical considerations to the impact of regulatory frameworks, this book offers a comprehensive guide for marketers looking to optimize their pricing and advertising strategies. Whether you're a marketing professional, academic, or student, Comparative Price Advertising equips you with the knowledge to craft persuasive advertising that resonates with modern consumers. Part of the Legend in Marketing series, this work stands out as a critical resource for understanding how pricing communicates value in today's competitive market.
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Autorenporträt
Kent B. Monroe is the J.M. Jones Distinguished Professor of Marketing Emeritus,University of Illinois at Urbana-Champaign, USA, and Distinguished Visiting Scholar,University of Richmond, Virginia, USA.Professor Monroe has pioneered research on the information value of price. He hasauthored Pricing: Making Profitable Decisions, 3rd ed. (2003; Chinese edition 2005).He has presented papers before various international associations in Asia, Europe, andNorth America. His research has been published in the Journal of Marketing Research,Journal of Consumer Research, Journal of Marketing, Management Science, Journal of theAcademy of Marketing Science, Journal of Retailing, and other journals. He chaired theAmerican Marketing Association's Development of Marketing Thought Task Force(1984-88) and was the editor of the Journal of Consumer Research (1991-93). He isa Fellow of the Decision Sciences Institute and of the Association for Consumer Research.He served as the first editor of Pricing Practice and Strategy (1993-2003).Among his many awards and recognitions are "Pricer of the Year" by the PricingInstitute (April 1999); recognition for contributions to behavioral pricing research bythe Pricing Center, Fordham University (October 2000); Marketing Pioneer Awardfor lifetime contributions to the development of pricing theory in marketing (April2002); the American Marketing Association/Irwin/McGraw-Hill Distinguished MarketingEducator Award (February 2005); and the Converse award for contributions tomarketing knowledge (April 2008).He has conducted executive training programs for business firms, non-profitorganizations, and universities in North and South America, Europe, Asia, Australia,and Africa. He regularly conducts a pricing certification workshop for the ProfessionalPricing Society in the United States.