Pricing Strategies A Marketing Approach

Name: Pricing Strategies A Marketing Approach
Price: 80.2 USD
Availability: InStock
ISBN: 9781412964746

ISBN-10: 1412964741

ISBN-13: 9781412964746

Edition: 2012

Authors: Robert M. Schindler

List price: $275.00

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Description:

This book shows how pricing should be guided by the marketing concept, focusing on the needs and sensitivities of the customer.Â The book helps overcome theÂ the mathematical anxieties of students with an intuitive approach to understanding basic pricing concepts, and presents mathematical techniques as simply more detailed specifications of these concepts.

Book details

List price: $275.00
Copyright year: 2012
Publisher: SAGE Publications, Incorporated
Publication date: 10/1/2011
Binding: Hardcover
Pages: 416
Size: 8.00" wide x 9.75" long x 1.10" tall
Weight: 2.068
Language: English




Introduction: Pricing as an Element of the Marketing Mix



Setting of Initial Prices



The Starting Point in Setting an Initial Price



Assessing Value to the Customer



Basic Pricing Strategies and the Use of Breakeven Analysis



Modification of Existing Prices



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



Empirical Measurement of Price-Change Response



Developing a Price Structure



The Logic of Price Segmentation



Time as a Price-Segmentation Fence



Place as a Price-Segmentation Fence



Pricing of Interrelated Products



Broader Considerations in Pricing



Interactive Pricing: Auctions and Negotiation



Law, Ethics, and Social Responsibility in Pricing



The Role of Price in Marketing Strategy