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| Introduction | |
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| Effective Pricing Management | |
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| The Role of Price | |
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| The Definition of Price | |
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| Importance of Price Decisions | |
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| Conceptual Orientation to Pricing | |
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| Implications of Current Pricing Decisions | |
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| Proactive Pricing | |
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| Managerial Pricing Orientation | |
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| The Three Levels of Pricing Management | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Economic Foundations of Pricing Theory | |
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| The Economics of Price Determination | |
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| Price Determination in Theory | |
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| Corporate and Pricing Objectives | |
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| Market Structure: Degree of Competition | |
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| The Laws of Supply and Demand | |
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| Economic Theory of Buyer Behavior | |
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| Some Useful Concepts from Price Theory | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| The Economics of Information | |
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| Some Pricing Anomalies | |
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| Economics of Information | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Signaling and Managing Competition | |
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| Adverse Selection | |
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| Moral Hazard | |
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| Summary of Information Asymmetry | |
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| Competitive Signaling | |
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| Avoiding Price Wars | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Understanding Customer and Buyer Behavior | |
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| Behavioral Foundations for Pricing Management | |
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| Perception | |
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| Multidimensional Role of Price on Buyers' Perceptions | |
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| Psychophysics of Prices | |
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| Processing of Prices as Numerical Information | |
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| Analysis of the Effects of Odd Prices | |
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| Price Awareness | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Pricing Practices that Endanger Profits | |
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| Reference Prices | |
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| Implications for Pricing Strategies and Tactics | |
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| Price Thresholds | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Price and Customer's Perceptions of Value | |
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| Price and Perceived Value | |
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| Integrating Price, Quality, and Sacrifice Information | |
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| Decomposing Perceived Product Value | |
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| Comparative Price Advertising | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Customer Value Analysis | |
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| Value Analysis Management | |
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| The Five Steps of Value-Oriented Pricing | |
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| Contingency Value Pricing | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Research Methods for Pricing Decisions | |
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| Pricing Strategy and Pricing Research | |
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| General Pricing Research Approaches | |
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| Some Specific Price Research Techniques | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Profitability Analysis for Pricing Decisions | |
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| The Role of Costs in Pricing Decisions | |
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| Cost Fundamentals | |
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| Cost Concepts and Classifications | |
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| Elements of Profitability | |
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| Breakeven Analysis | |
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| Profit Analysis | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Using Leverage for Developing Pricing Strategies | |
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| Operating Leverage | |
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| Financial Leverage | |
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| Combined Leverage | |
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| Requirements for Successful Price Reduction Strategies | |
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| Equal Profit Analysis | |
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| Extensions to the Analysis | |
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| The Effect of the Monetary Sales Mix | |
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| Pricing with Scarce Resources | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Marketing Profitability Analysis | |
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| Need for Marketing and Customer Cost Data | |
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| Nature of Marketing Profitability Analysis | |
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| Contribution Approach | |
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| Net Profit Approach | |
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| Customer Profitability Analysis | |
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| Improving Retail Management with Better Cost Information | |
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| Starting a Profitability Analysis Program | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Developing Pricing Strategies | |
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| Experience Curve Pricing | |
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| The Phenomenon of the Experience Curve | |
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| Managing the Experience Effect | |
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| Summary | |
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| Discussion Questions | |
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| Appendix | |
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| Applying the Experience Curve | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Pricing Over the Product Life Cycle | |
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| Product Life Cycles--The Conceptual Model | |
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| Basic Pricing Decisions | |
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| New-Product Pricing | |
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| Pricing During Growth | |
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| Pricing During Maturity | |
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| Pricing a Declining Product | |
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| Focused Price Reductions | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Product-Line Pricing | |
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| Nature of the Decision Problem | |
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| Determining End Prices and Price Differentials | |
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| Price Bundling | |
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| Developing a Price-Bundling Strategy | |
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| Yield Management and Differential Pricing | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Managing the Pricing Function | |
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| Developing a Price Structure | |
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| Managing Transactions | |
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| An Overview of Discount Decisions | |
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| Quantity Discount Structures | |
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| Cash Discounts and Credit Decisions | |
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| Geographical Pricing Decisions | |
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| Using Price Structure to Gain Competitive Advantage | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Pricing to and through the Channel | |
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| Trade and Functional Discounts | |
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| Price Promotions and Deals | |
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| Some Perspectives on Price Promotions | |
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| Trade Promotions | |
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| Everyday Pricing versus High-Low Pricing | |
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| Price-Matching Guarantees | |
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| Guidelines for Enhancing Distributor Performance | |
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| Sales Compensation Plans | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Legal Aspects of Pricing Strategy | |
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| An Overview of Major Federal Laws Affecting Pricing | |
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| The Nature of Price Discrimination | |
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| Provisions of the Robinson-Patman Act | |
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| Guidelines for Justifying Price Differentials | |
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| Resale Price Maintenance | |
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| Deceptive Price Promotions | |
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| The Competition Act of Great Britain | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Special Topics on Pricing | |
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| Auctions and Competitive Bidding | |
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| Auctions | |
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| Fixed-Price Competitive Bidding | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Extending the Concepts of Strategic Pricing | |
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| Pricing Services | |
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| Pricing Online Information Services | |
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| Pricing Professional Services | |
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| Pricing for Export Marketing | |
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| International Transfer Pricing | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Pricing on the Internet | |
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| Can the Internet Lead to Perfectly Competitive Prices? | |
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| Leveraging Pricing Opportunities on the Internet | |
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| Innovative Internet Pricing Models | |
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| Legal Issues in Internet Pricing | |
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| Summary | |
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| Discussion Questions | |
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| Suggested Readings | |
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| Recommendations | |
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| Guidelines for Better Pricing Decisions | |
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| Four Basic Rules for Pricing | |
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| Criteria for Pricing Decisions | |
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| Summary | |
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| Adaptive Pricing | |
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| Principles of Pricing Management | |
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| Providing a Basis for Effective Pricing Decisions | |
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| Guidelines for Better Pricing Decisions | |
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| Discussions Questions | |
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| Glossary | |
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| Index | |