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商品編號: R2002E 出版日期: 2020/03/01 作者姓名: Israeli, Ayelet;Zelek, Eugene F., Jr. 商品類別: Marketing 商品規格: 9p 再版日期: 地域: 產業: Retail trade 個案年度: -
商品敘述:
When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What''s not to like? Here''s the problem: Lured by rock-bottom online prices, customers often end up dealing with disreputable digital resellers that mistreat them, which can erode brand equity and undermine authorized sellers. For brands selling in the United States and Canada, there is a potent countermeasure: crafting and enforcing pricing policies that discourage anyone from advertising or selling a firm''s products at an unauthorized discount. This article lays out the four steps essential to designing and enforcing policies with teeth that stay on the right side of antitrust law.
涵蓋領域:
Brand equity;Business law and ethics;Marketing;Pricing strategy
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