This book on pricing decisions gives practical guidance on how to
identify customer value, estimating customers’ willingness to pay
for these benefits, and on how psychology affects customers’
perception of prices in a market. This strategic view on pricing gives
the reader a competitive advantage. It empowers them with means to
plan and perform a pricing strategy based on their value propositions.
The target group for this book is managers, entrepreneurs, and
business students. The book guides the reader in understanding how
economics, strategy, marketing, and psychology are combined when it
comes to pricing decisions. Further, the chapters contain step-by-step
procedures that help managers and entrepreneurs to succeed with
complex pricing decisions in busy workdays. The analysis is based on
the basic edition of Microsoft Excel software. In sum, the book helps
the reader to strategically plan, execute, and win price competitions.
It covers topics such as dynamic pricing, estimation of customers
willingness to pay, price competition and wars, customers’ reaction
to unfair prices, and price tactics and strategy. The book includes
specialized chapters on pricing in e-commerce, and pricing in the
sharing economy.
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A Guide to Pricing Decisions
Produktdetaljer
ISBN
9783110987119
Publisert
2022
Utgave
1. utgave
Utgiver
Vendor
De Gruyter
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter