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Gupta, Ashish Kumar ORCID: https://orcid.org/0000-0001-6872-7597, Pandey, Shivendra Kumar and Sharma, Dheeraj P. (2026) Pay what you want pricing: should marketers use it to introduce innovative products? Journal of Marketing Theory and Practice, 34 (1). pp. 34-54. ISSN 1069-6679
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