Active Price Management Be a Price Maker, Not a Price Taker!
Aus der Reihe
Business Guides on the Go
Fr. 59.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
02.11.2023
Abbildungen
IX, 90 p. 18 illus.
Verlag
SpringerSeitenzahl
90
Maße (L/B/H)
21.6/15.3/1.1 cm
Gewicht
253 g
Auflage
1st ed. 2023
Sprache
Englisch
ISBN
978-3-031-42048-1
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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