Robert M. Schindler is professor of marketing at Rutgers University in Camden, New Jersey. He has carried out numerous studies of consumer perception and motivation, especially concerning the effects of price endings and price promotions. His work has appeared in publications such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Retailing, the Journal of Advertising, and the Journal of Consumer Psychology. He has been ranked among the most published researchers in the area of pricing and has received a Lifetime Achievement Award from the Fordham University Pricing Center. Professor Schindler received a BA in biochemistry and psychology from the University of Pennsylvania and an MS and PhD in cognitive psychology from the University of Massachusetts. He has been teaching courses in marketing, consumer behavior, and pricing at Rutgers - Camden since 1989. He is a recipient of the Rutgers University Scholar-Teacher Award and the Chancellor's Award for Teaching Excellence.
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Description
Pricing as an Element of the Marketing Mix Part I. Setting of Initial Prices Starting Points for Setting an Initial Price Assessing Value to the Customer Basic Pricing Strategies and Breakeven Analysis Part II. Modification of Existing Prices The Generalized Breakeven Formula and Its Use Predicting Price-Change Response: Economic and Competitive Factors Predicting Price-Change Response: Knowledge-Related Factors Predicting Price-Change Response: Feeling-Related Factors Empirical Measurement of Price-Change Response Part III. Developing a Price Structure Fences for Price Segmentation Time as a Price-Segmentation Fence Place as a Price-Segmentation Fence Pricing to the Less-Informed Segment Pricing of Interrelated Products Part IV. Flexible Pricing Auctions and Competitive Bidding Negotiation and Participatory Pricing Systematizing Pricing Decisions Societal Implications of Pricing