Abstract
Gábor REKETTYE and Jonathan LIU (2018). Pricing - The New Frontier. London: Transnational Press London, 320pp, ISBN: 978-1-910781-83-8. Gábor Rekettye and Jonathan Liu, both are senior professors respectively in Hungary and the United Kingdom with extensive experience of teaching at all levels and to different audiences, offer a comprehensive textbook on pricing aspects of the widely used marketing mix framework. The book recently received an academic excellence award from the Hungarian Sciences Academy. This is an accolade also reflecting the seniority of the authors.
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