The Price Bundling of Services: A Normative Framework
提出了一个规范性框架，帮助服务企业根据互补性关系和营销目标选择合适的价格捆绑折扣形式，扩展了捆绑销售的经济理论。
As product lines have broadened in many industries (particularly service industries), the use of mixed price bundling has increased. In mixed price bundling, a firm offers its customers the choice of buying one or more products/services individually or of buying a “bundle” of two or more products or services at a special discount. The author presents a normative framework for selecting appropriate types of services for different mixed-bundling discount forms. The framework extends the economic theory of bundling (which historically has been applied to tie-in sales) to permit explicit consideration of different types of complementarity relationships and strategic marketing objectives.