This technical note explores the working mechanisms of bundling-the practice of selling two or more separate products or services as one package. The note also explains various types of bundles, including pure bundles, price bundles, and product bundles. The note uses graphical illustrations, analytical techniques, and spreadsheet simulations to discuss the working principles of each bundling type and the economic logic of bundling. Also discussed are the strategic marketing implications of bundling and the relative efficacies of various bundling strategies. Rahul Kumar Sett is affiliated with Indian Institute of Management Nagpur.

【書誌情報】

ページ数：16ページ

サイズ：A4

商品番号：HBSP-W17548

発行日：2017/8/26

登録日：2017/11/7