Customizing Prices in Online Markets

Authors

  • Werner Reinartz

DOI:

https://doi.org/10.4468/2002.1.05reinartz

Keywords:

Online Markets, Customizing Prices, Customization, Market Segmentation, Cost of Segmenting, Cost of Policing, Dynamic Pricing

Abstract

Dynamic pricing is the dynamic adjustment of prices to consumers depending on the value these customers attribute to a good.
Underlying the concept of dynamic pricing is what marketers call price customization. Price customization is the charging of different prices to end consumers based on a discriminatory variable.
Internet technology will serve as a great enabling tool for making dynamic pricing accessible to many industries.

Author Biography

Werner Reinartz

Assistant Professor of Marketing, INSEAD

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Published

01-06-2002

How to Cite

Reinartz, W. (2002). Customizing Prices in Online Markets. Symphonya. Emerging Issues in Management, (1), 55–65. https://doi.org/10.4468/2002.1.05reinartz

Issue

No. 1 (2002): Market-Space Management

Section

Articles

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