Pricing strategies : a marketing approach

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Pricing strategies : a marketing approach

Tallennettuna:
Ulkoasu
xvii, 391 pages : ill. ; 24 cm
Kieli
englanti
Alkuteoksen kieli
englanti
Huomautukset
Machine generated contents note: Chapter 1. Introduction: Pricing as an Element of the Marketing MixPart I Setting of Initial PricesChapter 2. The Starting Point in Setting an Initial PriceChapter 3. Assessing Value to the CustomerChapter 4. Basic Pricing Strategies and the Use of Breakeven AnalysisPart II Modification of Existing PricesChapter 5. Development and Use of the Generalized Breakeven FormulaChapter 6. Predicting Price-Change Response: Economic and Competitive FactorsChapter 7. Predicting Price-Change Response: Cognitive FactorsChapter 8. Predicting Price-Change Response: Emotional FactorsChapter 9. Empirical Measurement of Price-Change ResponsePart III Developing a Price StructureChapter 10. The Logic of Price SegmentationChapter 11. Time as a Price-Segmentation FenceChapter 12. Place of Purchase as a Price-Segmentation FenceChapter 13. Pricing of Interrelated ProductsPart IV Broader Considerations in PricingChapter 14. Interactive Pricing: Auctions and NegotiationChapter 15. Law, Ethics, and Social Responsibility in PricingChapter 16. The Role of Price in Marketing Strategy.
Julkaisija Thousand Oaks, Calif. : Sage Publications, Inc cop. 2012.
Aiheet
Lisätiedot
Robert M. Schindler
Bibliografia
Includes bibliographical references and index.
ISBN
978-1-4129-6474-6 hardback