Breaking Up the Retail-Price Confusopoly
Harvard Business Review
NOVEMBER 30, 2010
Suppose you wanted to buy a copy of a book as a gift. ship") the book from the store to your home and then to whomever you are buying the gift for. When you look at the price of a book on the shelf, the sticker price does not include tax. Unless you need the item right away, you'll take the store deal only if it is cheaper.
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