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Getting Price Right – The Behavioral Economics of Profitable Pricing de Gerald Smith

Getting Price Right – The Behavioral Economics of Profitable Pricing

Autor Gerald Smith
en Limba Engleză Hardback – 13 dec 2021
Combining perceptive insights from behavioral economics with leading-edge ideas on price management, this book offers a new approach to pricing. Gerald Smith demonstrates why understanding, reframing, and refining everyday pricing processes¿one¿s pricing orientation¿results in a better long-term pricing strategy.
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Specificații

ISBN-13: 9780231190701
ISBN-10: 0231190700
Pagini: 392
Dimensiuni: 162 x 231 x 25 mm
Greutate: 0.7 kg
Editura: Columbia University Press

Notă biografică

Gerald Smith is a business professor and chair of the Marketing Department at Boston College in the Carroll School of Management. An award-winning instructor, he teaches strategic pricing management in the BC MBA Program. He is the author of The Opt-Out Effect: Marketing Strategies That Empower Consumers and Win Customer-Driven Brand Loyalty (2016) and editor of Visionary Pricing: Reflections and Advances in Honor of Dan Nimer (2012). Smith has lectured widely in leading executive forums and consulted, researched, and worked with many Fortune 1000 business managers, small and medium businesses, and government entities.

Cuprins

Preface
Part I. Behavioral Economics of Everyday Pricing Decisions
1. Pricing Orientation | Pricing Strategy
2. Framing and Strategic Frames of Reference
3. Psychological Pricing Orientation: Psychological Price-Setting Bias and Skills
4. Social Pricing Orientation: Cultural Price-Setting Bias and Skills
Part II. Behavioral Economics of Cardinal Pricing Orientations
5. Cost-Driven Pricing Orientation Biases and Skills
6. Customer Value¿Driven Pricing Orientation Biases and Skills
7. Customer Willingness-to-Pay¿Driven Pricing Orientation Biases and Skills
8. Competition-Driven Pricing Orientation Biases and Skills
9. Balanced Pricing Orientations, Profitable Pricing Strategy
Notes
Index