Description

This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool that positively impacts the company's profits in a sustainable manner. Ultimately, every aspect of marketing is reflected in the price, as it represents the customer's value exchange for the other three value-creating marketing instruments: the product (functional value), communication (emotional value), and distribution (availability). The authors present the essential framework conditions and fundamental principles of active price management. They specifically emphasize those aspects that have proven particularly relevant to business practice through the Executive Education program at the University of St. Gallen (HSG).

Active Price Management: Be a Price Maker, Not a Price Taker!

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£32.99

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Hardback by Sven Reinecke , Laura Johanna Noll

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This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool... Read more

    Publisher: Springer International Publishing AG
    Publication Date: 02/11/2023
    ISBN13: 9783031420481, 978-3031420481
    ISBN10: 3031420489

    Number of Pages: 90

    Non Fiction , Business, Finance & Law

    Description

    This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool that positively impacts the company's profits in a sustainable manner. Ultimately, every aspect of marketing is reflected in the price, as it represents the customer's value exchange for the other three value-creating marketing instruments: the product (functional value), communication (emotional value), and distribution (availability). The authors present the essential framework conditions and fundamental principles of active price management. They specifically emphasize those aspects that have proven particularly relevant to business practice through the Executive Education program at the University of St. Gallen (HSG).

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