(eBook PDF) Pricing Strategies: A Marketing Approach – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1412964741
- ISBN-13 : 978-1412964746
- Author: Robert M. Schindler (Author)
“This book is consistent in its treatment, thorough, correct in scholarship, and well-researched. An impressive achievement given the breadth and complexity of the area.”– Randolph E. Bucklin, Peter W. Mullin Professor of Marketing, Anderson School of Management, University of California, Los Angeles
Written by a leading pricing researcher, Pricing Strategies makes this essential aspect of business accessible through a simple unified system for the setting and management of prices. Robert M. Schindler demystifies the math necessary for making effective pricing decisions. His intuitive approach to understanding basic pricing concepts presents mathematical techniques as simply more detailed specifications of these concepts.
Table contents:
- Introduction: pricing as an element of the marketing mix
- The starting point in setting an initial price
- Assessing value to the customer
- Basic pricing strategies and the use of breakeven analysis
- Development and use of the generalized breakeven formula
- Predicting price-change response: economic and competitive factors
- Predicting price-change response: cognitive factors
- Predicting price-change response: emotional factors
- Emprical measurement of price-change responce
- The logic of price segmentation
- Time as a price-segmentation fence
- Place as a prise-segmentation fence
- Pricing of interrelated products
- Interactive pricing: actions and negotiation
- Law, ethics, and social responsibility in pricing
- The role of price in marketing strategy
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