• Joachim Zentes
  • Dirk Morschett
  • Hanna Schramm-Klein


This chapter will discuss the main features of pricing in retailing. The chapter describes the basic methods of calculating a retail price, the structure of a retailer’s prices and the dynamics and psychology of pricing. It concludes with some Internet-related aspects of pricing.


Price Elasticity Retail Price Online Shop Loyalty Programme Store Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  • Joachim Zentes
    • 1
  • Dirk Morschett
    • 2
  • Hanna Schramm-Klein
    • 3
  1. 1.FB WirtschaftswissenschaftenUniversität des SaarlandesSaarbrückenGermany
  2. 2.Universität FribourgFribourgSwitzerland
  3. 3.Universität SiegenSiegenGermany

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