Active Price Management - E-book

eBook

Active Price Management - ENG

Be A Price Maker, Not A Price Taker!

Sven Reinecke; Laura Johanna Noll

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$900.00

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Sinopsis

ISBN:	9783031420498
Formato:	ePub
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Comportamiento del consumidor
Año de publicación:	2023-11-01

This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool that positively impacts the companys profits in a sustainable manner. Ultimately, every aspect of marketing is reflected in the price, as it represents the customers 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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