Affiliation:
1. University of Mersin, Turkey
Abstract
Recently, the role of information technology facilitating the exchange of information in markets has enabled new pricing mechanisms between buyers and sellers. Such electronic marketplaces, specifically Internet-based markets have supported customization of marketing mix elements efficiently. In response to supply and demand fluctuations, prices change more dynamically and quickly in the Internet than in physical markets. This chapter focuses on the revolution in pricing of businesses driven by the Internet. Within this context, primary characteristics of online pricing and auctions are reviewed systematically from the both view of buyers and sellers interacting. Furthermore, this chapter evaluates the effects of Internet as a new pricing mechanism and future trends of pricing rules within this attractive option.