Introduction to the special issue on onl
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Sandy D. Jap; Prasad A. Naik
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Article
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2004
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John Wiley and Sons
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English
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Interactive marketing now exceeds a trillion dollars in sales and is growing at 10% per annum ( www.census.gov/estats ). The growth in online transactional activity raises a fundamental question: Is there anything really different about the theory or practice of pricing strategies online versus off-