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Pricing Strategies de Robert M. Schindler

Pricing Strategies

Autor Robert M. Schindler
en Limba Engleză Paperback – 25 feb 2023
Written by a leading pricing researcher, this book provides a simple unified system for the setting and management of prices.  
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Specificații

ISBN-13: 9781526494412
ISBN-10: 1526494418
Pagini: 426
Dimensiuni: 189 x 246 x 23 mm
Greutate: 0.76 kg
Ediția:2. Auflage
Editura: SAGE Publications Ltd

Cuprins

Pricing as an Element of the Marketing Mix
Part I. Setting of Initial Prices
Starting Points for Setting an Initial Price
Assessing Value to the Customer
Basic Pricing Strategies and Breakeven Analysis
Part II. Modification of Existing Prices
The Generalized Breakeven Formula and Its Use
Predicting Price-Change Response: Economic and Competitive Factors
Predicting Price-Change Response: Knowledge-Related Factors
Predicting Price-Change Response: Feeling-Related Factors
Empirical Measurement of Price-Change Response
Part III. Developing a Price Structure
Fences for Price Segmentation
Time as a Price-Segmentation Fence
Place as a Price-Segmentation Fence
Pricing to the Less-Informed Segment
Pricing of Interrelated Products
Part IV. Flexible Pricing
Auctions and Competitive Bidding
Negotiation and Participatory Pricing
Systematizing Pricing Decisions
Societal Implications of Pricing