ABSTRACT
ABSTRACT: The phenomenon of suppliers offering favourable conditions to customers who purchase in advance is increasingly recurrent in service management. This practice is known as “advance selling” and defines a scenario where customers purchase a service before they actually intend to use it. In exchange for the commitment of buying in advance, the buyer is offered a number of benefits, such as price discounts or the ability to choose before other customers. The aim of this chapter is to draw attention to this phenomenon (advance selling or advance pricing), which has become very popular with businesses, especially at the global level, but has still not been extensively analysed in economics and management literature, especially in relation to pricing and branding policies.
