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Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
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Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 October 2021

How Marketing Policy Affects Consumer Well-Being and Social Welfare

How Marketing Policy Affects Consumer Well-Being and Social Welfare

(p.436) 20 How Marketing Policy Affects Consumer Well-Being and Social Welfare
Fusion for Profit

Sharan Jagpal (Contributor Webpage)

Oxford University Press

This chapter analyzes how the firm's marketing strategies affect consumers and society. The topics covered include the effects of: the firm's pricing policy for durables; volume-based pricing (e.g., quantity discounts); the distribution of free samples; cost dynamics; demand dynamics; informative, persuasive, and mixed advertising; the product life cycle; bundling innovative and commoditized products; mixed bundling plans; sequential new product introduction over time; and secondhand markets for durables. In particular, it shows how the combined effect of the firm's marketing and finance strategies affect consumer well-being and social welfare.

Keywords:   bundling, free samples, informative advertising, learning curve, persuasive advertising, quantity discounts, reservation prices, secondhand markets, social welfare, strategic pricing

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