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Active Price Management: Be a Price Maker, Not a Price Taker! (Business Guides on the Go) - Hardcover

Reinecke, Sven; Noll, Laura Johanna

 
9783031420481: Active Price Management: Be a Price Maker, Not a Price Taker! (Business Guides on the Go)
Hardcover
ISBN 10: 3031420489 ISBN 13: 9783031420481
Verlag: Springer, 2023

Inhaltsangabe

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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Über die Autorin bzw. den Autor

Sven Reinecke is an associate professor of Business Administration, specializing in Marketing, at the University of St. Gallen (HSG), Switzerland. He also serves as the Managing Director of the Institute for Marketing and Customer Insight.

Laura Johanna Noll is a postdoctoral researcher at the Institute for Marketing and Customer Insight, as well as the Head of the Competence Center for Art+ at the University of St. Gallen (HSG), Switzerland.

Von der hinteren Coverseite

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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Verlag
Springer
Erscheinungsdatum
2023
Sprache
Englisch
ISBN 10 
3031420489
ISBN 13 
9783031420481
Einband
Gebundene Ausgabe
Auflage
1
Anzahl der Seiten
99
Kontakt zum Hersteller
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ProductSafety@springernature.com

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