Principles of pricing an analytical approach
"Pricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an introduction to the basic principles for thinking clearly about pricing. Unlike other marketing books on pricing, the authors use a more analytic ap...
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| Otros Autores: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Cambridge ; New York :
Cambridge University Press
2011.
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| Colección: | CUP ebooks.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b39747979*spi |
Tabla de Contenidos:
- Introduction
- Buyer behavior : The ultimatum ; Rational buyer model ; Warts ; Defense of the rational buyer model ; Price setting
- Estimating price response : Economic value to the customer
- Uniform posted price : Margin versus volume ; Margin and elasticity ; The relevance of costs prices ; Break-even calculations ; The sin of cost-plus pricing ; Credibility ; Selling to one ; Many products ; Negotiation ; Selling through an intermediary ; Adverse selection ; The price waterfall
- Auctions : The benchmark model ; Beyond benchmark
- Price discrimination : The third degree ; The second degree ; Revenue managemet ; Gray markets ; Legal aspects of price discrimination
- Pricing and competition : The pricing dilemma ; Repetition ; Capacity ; Differentiation ; Tale o fthe inferior elephant
- Bringing it all together
- Appendix on game theory : Representing the game ; Playing the game.
