Exploiting the opportunities of Internet and multi-channel pricing: an exploratory research

Authors: Sotgiu, Francesca; Ancarani, Fabio

Source: Journal of Product and Brand Management, Volume 13, Number 2, 2004 , pp. 125-136(12)

Publisher: Emerald Group Publishing Limited

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Abstract:

Smart firms are not worried about the impact of the Internet on pricing, but realise that they have the unique opportunity to exploit new options and improve their marketing performance. Multi-channel pricing is one of the most interesting opportunities firms can exploit in the digital economy. Reviews the existing literature on pricing on the Internet and on multi-channel pricing. Presents the results of an exploratory research on price opportunities perceived by firms. Offers a picture of the possible multi-channel options available to firms and highlights the importance of the value for and of the customer.

Keywords: Customers; Internet; Pricing; Value-in-use pricing

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10610420410529753

Publication date: 2004-03-01