Marketing Management Articles, Papers, Marketing Case Studies, Notes, Tips, Strategies, Resources

This paper explores the extent to which goods follow systematic pricing patterns over their life cycle. The theoretical literature, and anecdotal evidence, suggests that new products are often introduced at high prices which decline as ...

A reference group is defined as “an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior” (Park and Lessig, 1977). Bearden and Etzel (1982) define a ...

Consumer decision making has several steps. This presentation discusses about consumer behaviour, the steps of consumer decision making (Problem Recognition, Information Search, Evaluation of Alternatives, Purchase, Post-purchase Behaviour), importance of consumer behaviour to marketers, types ...