Description

Book Synopsis
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).


Table of Contents

Active Price Management: Fundamentals and Challenges.- Conditions of Price Management.- Goals of Price Management.- Price Management Strategies.- Price Management for Innovations.- Auctions.- Price Management for Business-to-Business Services.- Conclusion.

Active Price Management: Be a Price Maker, Not a

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    A Hardback by Sven Reinecke, Laura Johanna Noll

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      View other formats and editions of Active Price Management: Be a Price Maker, Not a by Sven Reinecke

      Publisher: Springer International Publishing AG
      Publication Date: Publication Date: 02/11/2023
      ISBN13: 9783031420481, 978-3031420481
      ISBN10: 3031420489
      Also in:
      Microeconomics Sales and marketing Occupational and industrial psychology

      Description

      Book Synopsis
      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).


      Table of Contents

      Active Price Management: Fundamentals and Challenges.- Conditions of Price Management.- Goals of Price Management.- Price Management Strategies.- Price Management for Innovations.- Auctions.- Price Management for Business-to-Business Services.- Conclusion.

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