{"product_id":"estimation-of-willingness-to-pay-pro-dr-thomas-reutterer-9783835003996","title":"Estimation of Willingness-To-Pay: Theory, Measurement, Application","description":"The work of Christoph Breidert is positioned in a methodologically challenging area of marketing research that is highly relevant to both theoretical investigations and practical apphcations. Determination of willingness-to-pay for products and\/or services from a customers per- spective is crucial for modern approaches to pricing decision-making. Based on the in- creasing availability of individual transaction data (e. g., scanner data, consumer panel data, and data from Smart Cards) remarkable improvements have been achieved in es- timating advanced price response models based on observed purchase data. However, empirical price and\/or product variations are typically very Umited in such historical data which complicates accurate willingness-to-pay estimation or makes it even imprac- tical. This is especially true when entirely new products are planned to be introduced or alternative marketing strategies (e. g., product bundhng) are considered by the manage- ment. While asking customers directly for their wiUingness or unwillingness to purchase a specific product at the designated price commonly results in unreahstic estimates, ex- perimental survey-based methods turned out to be a promising approach for the indirect measurement of willingness-to-pay. Among the most prominent techniques within this methodological framework is conjoint (or trade-off) analysis, which aims at inferring re- spondents preference structures based on their reactions to systematically varied profiles of product attributes (mostly including price) in an experimental design. In his work, Christoph Breidert provides a systematic overview of the competing methods that have been and are still applied in todays practical and theoretical pricing research.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Christoph Breidert\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 3835003992\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783835003996\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Deutscher Universitatsverlag\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 07\/26\/2006\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 135\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.43lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.27h x 5.83w x 0.33d","brand":"Christoph Breidert","offers":[{"title":"Paperback","offer_id":44079438758143,"sku":"9783835003996","price":89.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_83fae138-8364-40c7-a731-59368e2ff42b.jpg?v=1685481147","url":"https:\/\/www.whiterainbookhouse.com\/products\/estimation-of-willingness-to-pay-pro-dr-thomas-reutterer-9783835003996","provider":"WR Book House","version":"1.0","type":"link"}