Comparative Price Advertising (Legend in Marketing)

"Comparative Price Advertising by Kent B. Monroe provides an insightful exploration into the impact of comparative advertising on consumer behavior and decision-making. This book delves into how price comparisons influence perceptions of value, fairness, and quality while shedding light on the psychological mechanisms behind these effects. Monroe examines the strategic use of comparative price claims in marketing campaigns, providing readers with empirical research and case studies that illustrate best practices and pitfalls. From ethical considerations to the impact of regulatory frameworks, this book offers a comprehensive guide for marketers looking to optimize their pricing and advertising strategies. Whether you're a marketing professional, academic, or student, Comparative Price Advertising equips you with the knowledge to craft persuasive advertising that resonates with modern consumers. Part of the Legend in Marketing series, this work stands out as a critical resource for understanding how pricing communicates value in today's competitive market."

Kent B. Monroe is the J.M. Jones Distinguished Professor of Marketing Emeritus, University of Illinois at Urbana-Champaign, USA, and Distinguished Visiting Scholar, University of Richmond, Virginia, USA. Professor Monroe has pioneered research on the information value of price. He has authored Pricing: Making Profitable Decisions, 3rd ed. (2003; Chinese edition 2005). He has presented papers before various international associations in Asia, Europe, and North America. His research has been published in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Management Science, Journal of the Academy of Marketing Science, Journal of Retailing, and other journals. He chaired the American Marketing Association’s Development of Marketing Thought Task Force (1984–88) and was the editor of the Journal of Consumer Research (1991–93). He is a Fellow of the Decision Sciences Institute and of the Association for Consumer Research. He served as the first editor of Pricing Practice and Strategy (1993–2003). Among his many awards and recognitions are “Pricer of the Year” by the Pricing Institute (April 1999); recognition for contributions to behavioral pricing research by the Pricing Center, Fordham University (October 2000); Marketing Pioneer Award for lifetime contributions to the development of pricing theory in marketing (April 2002); the American Marketing Association/Irwin/McGraw-Hill Distinguished Marketing Educator Award (February 2005); and the Converse award for contributions to marketing knowledge (April 2008). He has conducted executive training programs for business firms, non-profit organizations, and universities in North and South America, Europe, Asia, Australia, and Africa. He regularly conducts a pricing certification workshop for the Professional Pricing Society in the United States.

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