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Prof. Vishal Singh on retail price wars during the holiday season

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Excerpt from Marketplace -- “'Some of these products, DVD players for $9.99, certain video games and so forth, those attract the right kind of people, so that’s where the competition is,' says Vishal Singh, marketing professor at New York University’s Stern School of Business. Singh says shopper data show people pick up other things along with those video games, making up for the markdowns. Price combat takes a toll on companies. But there’s a key difference from real war. Civilian bystanders in price wars do well."

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