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2026
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