2018 | 4 (375) tom II | 177-185
Article title

Giving Customers Full Control over Prices: State of the Research in Marketing

Title variants
Zapewnienie klientom pełnej kontroli nad cenami: stan badań marketingowych
Обеспечение клиентам полного контроля за ценами: состояние маркетинговых исследований
Languages of publication
W artykule dokonano przeglądu aktualnej wiedzy na temat mechanizmu płać-ile-chcesz. Celem było ustalenie stanu badań z punktu widzenia marketingu,a w szczególności zaproponowanie modelu koncepcyjnego do analiz oraz wskazanie potencjalnych luk badawczych.
The article gives an updated review on how the PWYW mechanism is conceptually defined and how it has been empirically analysed so far. The objective is to get an in-depth understanding of the state of research from the point of view of marketing, especially regarding how empirical verification of PWYW is conducted. In doing so, several insights on how to further research this phenomenon from the point of view of marketing are given.
В статье провели обзор актуальных знаний насчет механизма «плати, сколько желаешь». Цель – определить состояние изучения с точки зрения маркетинга, в особенности же предложить концептуальную модель для анализов и указать потенциальные исследовательские бреши.
Physical description
  • Akademia im. L. Koźmińskiego w Warszawie
  • Akademia im. L. Koźmińskiego w Warszawie
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