Dynamic pricing is the dynamic adjustment of prices to consumers depending on the value these customers attribute to a good. Underlying the concept of dynamic pricing is what marketers call price customization. Price customization is the charging of different prices to end consumers based on a discriminatory variable. Internet technology will serve as a great enabling tool for making dynamic pricing accessible to many industries.
Reinartz, W. (2012). Customising Prices in Online Markets. Symphonya. Emerging Issues in Management, (1). https://doi.org/10.4468/2002.1.05reinartz