The purpose of this Chapter is to discuss the main aspects 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. The Chapter concludes with some Internet-related aspects of pricing.


Basic Method Main Aspect Retail Price Price Reduction Market Leader 
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Further Reading

  1. HOCH, S.; DRÉZE, X.; PURK, M. (1994): EDLP, Hi-Lo, and Margin Arithmetic, in: Journal of Marketing, Vol. 58, No. 4, pp. 16–27.CrossRefGoogle Scholar
  2. SIMON, H.; GATHEN, A.; DAUS, P. (2006): Retail Pricing — Higher Profits through Improved Pricing Processes, in: KRAFFT, M.; MANTRALA, M. (Eds.): Retailing in the 21st Century Berlin et al., pp. 271–288.Google Scholar

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© Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2007

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