Amazon.com became the worldâ€™s largest e-book seller by offering new bestselling books for a fixed price of $9.9
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Amazon.com became the worldâ€™s largest e-book seller by offering new bestselling books for a fixed price of $9.99 regardless of the fame and popularity of the author or the prestige of the publisher. But some publishers have balked at Amazonâ€™s e-book pricing strategy. They believe that over time, the $9.99 price will create a ceiling for consumer price perception about the value of new books. If consumers believe new books from famed authors and top publishers are worth no more than $9.99, the publishersâ€™ ability to price their products at what they believe them to be worth will be undermined or destroyed completely. In early 2010, five publishers, including Macmillan, one of the largest and most prestigious book publishers, refused to offer their books through Amazonâ€™s Kindle e-books and instead decided to distribute their e-book list through Appleâ€™s iPad, which allows the publisher to set the price. Some of the e-books distributed through Apple will be priced at $14.99. Who do you think should control the pricing of e-book best sellers in the marketing channel? Why?
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