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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.|