Pricing Strategies A Marketing Approach
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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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $223.00
Copyright year: 2012
Publisher: SAGE Publications, Incorporated
Publication date: 10/1/2011
Size: 7.25" wide x 9.00" long x 0.75" tall
|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|