Kent B. Monroe

Professor Kent B. Monroe is a Visiting Distinguished Scholar in Marketing at the Robins School of Business at the University of Richmond in Richmond, Virginia. He teaches courses in pricing strategy and tactics, marketing management, and research methods.

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1979 Educators Conference Proceedings

1979 Educators’ Conference Proceedings, Series #44

The 1979 Educators’ Conference Proceedings is edited by Neil Beckwith, Michael Houston, Robert Mittelstaedt, Kent B. Monroe, and Scott Ward. This volume contains over 140 papers and special presentations, which were presented in five program tracks during the 1979 Marketing Educators’ Conference. The research methodology track has 23 papers on technical research topics such as conjoint analysis, marketing instrument reliability, and validity. The education track has 19 papers taking a rigorous look at teaching methods and new approaches to marketing education. The buyer behavior track has 27 papers on information processing, family decision making, and life style. The marketing management track has 46 papers that focuses on the growing concentration on management issues in marketing, and concerns on marketing practices. The public policy track has 26 papers underscoring the continuing breadth of use for marketing skills and increasing complexity of regulating the marketing place.

13th Converse Symposium

Proceedings of the 13th Paul D. Converse Symposium

Proceedings of the 13th Paul D. Converse Symposium was edited by Devanathan Sudharshan and Kent Monroe. These proceedings were presented at the 1998 conference. This volume contains presentations by five award recipients who were recognized for their outstanding contributions in marketing theory and science. Also featured are reviews of the recipients contributions by other marketing scholars. The recipients are as follows: Richard P. Bagozzi for Causal Models in Marketing; James R. Bettman for An Information Processing Theory of Consumer Choice; John D.C. Little for Models and Managers: the Concept of a Decision Calculus; Jagdish N. Sheth for The Theory of Buyer Behavior; and, William D. Wells for Activities, Interests, and Opinions.

14th Converse Symposium

Proceedings of the 14th Paul D. Converse Symposium

Proceedings of the 14th Paul D. Converse Symposium were edited by James D. Hess and Kent B. Monroe. These proceedings were presented at the 1996 conference. This volume contains presentations by six award recipients who were recognized for their outstanding contributions in marketing theory and science, as well as a review of the recipients contributions by other marketing scholars. The recipients are as follows: David A. Aaker for his contribution to brand equity research and analysis; Gilbert A. Churchill Jr. for his works on measurement in marketing; George S. Day for his insights on market driven strategies; John R. Hauser for his contribution to product development models and studies; Glen L. Urban for his role in new product modeling; and, Jerry (Yoram) Wind for his extensive research on market segmentation.

Toward A Theory Of New Product Pricing

Chapter 10: Toward a Theory of New-Product Pricing

Chapter 10

Toward a Theory of New-Product Pricing establishes three objectives: first, when pricing a new product, determining the value provided to the customer is essential; second, a theory of new-product pricing must consider how price influences a customer’s judgment; and lastly, the value of a product changes over time. The chapter proposes that a more appropriate theory can be developed by recognizing the evolutionary process of demand and price.

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