WHEN TO BUNDLE OR UNBUNDLE PRODUCTS

被引：9

作者：

PAUN, D

机构：

来源：

INDUSTRIAL MARKETING MANAGEMENT | 1993年 / 22卷 / 01期

关键词：

D O I：

10.1016/0019-8501(93)90017-2

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Product bundling is used in almost every industry, but frequently it is not part of a specific and intentional strategy. Unfortunately, failing to consider bundling as a strategic marketing variable may unnecessarily reduce the performance the firm. This paper discusses the numerous and diverse factors that influence the effectiveness of a bundling strategy and provides work sheets for managers to use for measuring and analyzing the feasibility of a bundling or an unbundling strategy.

引用

页码：29 / 34

页数：6