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EDLP Versus Hi-Lo Pricing Strategies in Retailing
Sabine El Husseini
其他書名
Literature Review and Empirical Examinations in the German Retail Market
出版PL, Academic Research, 2014
主題Business & Economics / Advertising & PromotionBusiness & Economics / EducationBusiness & Economics / Marketing / GeneralBusiness & Economics / Industries / RetailingBusiness & Economics / Production & Operations Management
ISBN36316435789783631643570
URLhttp://books.google.com.hk/books?id=103JoAEACAAJ&hl=&source=gbs_api
註釋Retail pricing strategy is seen as one of the priorities in retail management. There exist two main pricing strategies in retailing: the Every Day Low Price (EDLP) strategy and the High-Low (Hi-Lo) pricing strategy. Despite the importance of this topic, it has been given little attention in academic research. The author fills this gap in academic literature and examines the topic both from a theoretical and an empirical perspective. Based on a comprehensive conceptual examination of pricing strategies in retailing, the author conducted two large-scale empirical studies about the impact of the retailer's pricing strategy and the price promotion activity on store performance and derives fruitful implications both for future research and for managerial action.