9781412964746

Pricing Strategies : A Marketing Approach

by
  • ISBN13:

    9781412964746

  • ISBN10:

    1412964741

  • Format: Hardcover
  • Copyright: 10/11/2011
  • Publisher: SAGE Publications, Inc
  • Purchase Benefits
  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
  • eCampus.com Device Compatibility Matrix

    Click the device icon to install or view instructions

    Apple iOS | iPad, iPhone, iPod
    Android Devices | Android Tables & Phones OS 2.2 or higher | *Kindle Fire
    Windows 8 / 7 / Vista / XP
    Mac OS X | **iMac / Macbook
    Enjoy offline reading with these devices
    Apple Devices
    Android Devices
    Windows Devices
    Mac Devices
    iPad, iPhone, iPod
    Our reader is compatible
     
     
     
    Android 2.2 +
     
    Our reader is compatible
     
     
    Kindle Fire
     
    Our reader is compatible
     
     
    Windows
    8 / 7 / Vista / XP
     
     
    Our reader is compatible
     
    Mac
     
     
     
    Our reader is compatible

Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

This book shows how pricing should be guided by the marketing concept, focusing on the needs and sensitivities of the customer. The book helps overcome the the mathematical anxieties of students with an intuitive approach to understanding basic pricing concepts, and presents mathematical techniques as simply more detailed specifications of these concepts.

Table of Contents

Introduction: Pricing as an Element of the Marketing Mix
Setting of Initial Prices
The Starting Point in Setting an Initial Price
Assessing Value to the Customer
Basic Pricing Strategies and the Use of Breakeven Analysis
Modification of Existing Prices
Development and Use of the Generalized Breakeven Formula
Predicting Price-Change Response: Economic and Competitive Factors
Predicting Price-Change Response: Cognitive Factors
Predicting Price-Change Response: Emotional Factors
Empirical Measurement of Price-Change Response
Developing a Price Structure
The Logic of Price Segmentation
Time as a Price-Segmentation Fence
Place as a Price-Segmentation Fence
Pricing of Interrelated Products
Broader Considerations in Pricing
Interactive Pricing: Auctions and Negotiation
Law, Ethics, and Social Responsibility in Pricing
The Role of Price in Marketing Strategy
Table of Contents provided by Publisher. All Rights Reserved.

Rewards Program

Write a Review