Linking Web‐based segmentation to pricing tactics
Gopalkrishnan R. Iyer
(InternetCoast Adams Professor of Industry Studies, Department of Marketing, Florida Atlantic University, Boca Raton, Florida, USA)
Anthony D. Miyazaki
(Assistant Professor or Marketing, Department of Marketing, University of Miami, Coral Gables, Florida, USA)
Dhruv Grewal
(Toyota Chair in Commerce and E‐Business, Division of Marketing, Babson College, Wellesley, Massachusetts, USA)
Maria Giordano
(Financial Projects Manager, Unilever Bestfoods, Miami, Florida, USA)
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Abstract
While numerous firms have successfully segmented customers using various segment‐based pricing models and tactics, the advent of the Internet has introduced a new element of opportunity with respect to such pricing. This paper identifies the various areas of opportunity for segmenting World Wide Web consumers. Several known pricing tactics are assessed for their application to the World Wide Web consumer markets.
Keywords
Citation
Iyer, G.R., Miyazaki, A.D., Grewal, D. and Giordano, M. (2002), "Linking Web‐based segmentation to pricing tactics", Journal of Product & Brand Management, Vol. 11 No. 5, pp. 288-302. https://doi.org/10.1108/10610420210442175
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited