Active Price Management
Be a Price Maker, Not a Price Taker!
Sven Reinecke author Laura Johanna Noll author
Format:Hardback
Publisher:Springer International Publishing AG
Published:2nd Nov '23
Should be back in stock very soon
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).
ISBN: 9783031420481
Dimensions: unknown
Weight: unknown
90 pages
1st ed. 2023