"This book is consistent in its treatment, thorough, correct in scholarship, and well-researched. An impressive achievement given the breadth and complexity of the area."– Randolph E. Bucklin, Peter W. Mullin Professor of Marketing, Anderson School of Management, University of California, Los Angeles Written by a leading pricing researcher, Pricing Strategies makes this essential aspect of business accessible through a simple unified system for the setting and management of prices. Robert M. Schindler demystifies the math necessary for making effective pricing decisions. His intuitive approach to understanding basic pricing concepts presents mathematical techniques as simply more detailed specifications of these concepts.
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Professor Schindler helps to overcome 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.
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Chapter 1. Introduction: Pricing as an Element of the Marketing Mix Part I – Setting of Initial Prices Chapter 2. The Starting Point in Setting an Initial Price Chapter 3. Assessing Value to the Customer Chapter 4. Basic Pricing Strategies and the Use of Breakeven Analysis Part II – Modification of Existing Prices Chapter 5. Development and Use of the Generalized Breakeven Formula Chapter 6. Predicting Price-Change Response: Economic and Competitive Factors Chapter 7. Predicting Price-Change Response: Cognitive Factors Chapter 8. Predicting Price-Change Response: Emotional Factors Chapter 9. Empirical Measurement of Price-Change Response Part III – Developing a Price Structure Chapter 10. The Logic of Price Segmentation Chapter 11. Time as a Price-Segmentation Fence Chapter 12. Place as a Price-Segmentation Fence Chapter 13. Pricing of Interrelated Products Part IV – Broader Considerations in Pricing Chapter 14. Interactive Pricing: Auctions and Negotiation Chapter 15. Law, Ethics, and Social Responsibility in Pricing Chapter 16. The Role of Price in Marketing Strategy
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This book is consistent in its treatment, thorough, correct in scholarship, and well-researched. An impressive achievement given the breadth and complexity of the area.

Produktdetaljer

ISBN
9781412964746
Publisert
2011-12-07
Utgiver
Vendor
SAGE Publications Inc
Vekt
820 gr
Høyde
231 mm
Bredde
187 mm
Aldersnivå
UU, 05
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
416

Biographical note

Robert M. Schindler is professor of marketing at Rutgers University in Camden, New Jersey. He has carried out numerous studies of consumer perception and motivation, especially concerning the effects of price endings and price promotions.  His work has appeared in publications such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Retailing, the Journal of Advertising, and the Journal of Consumer Psychology.  He has been ranked among the most published researchers in the area of pricing and has received a Lifetime Achievement Award from the Fordham University Pricing Center. Professor Schindler received a BA in biochemistry and psychology from the University of Pennsylvania and an MS and PhD in cognitive psychology from the University of Massachusetts.  He has been teaching courses in marketing, consumer behavior, and pricing at Rutgers – Camden since 1989.  He is a recipient of the Rutgers University Scholar-Teacher Award and the Chancellor’s Award for Teaching Excellence.