Aktives Preismanagement: Be a Price Maker, Not a Price Taker! - Couverture rigide

Reinecke, Sven; Noll, Laura Johanna

Couverture rigide

ISBN 10 : 3031420489 ISBN 13 : 9783031420481

Editeur : Springer International Publishing AG, 2023

Synopsis

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).

A propos du livre

À propos de l'auteur

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.

À propos de la quatrième de couverture

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).

Détails de l'édition

• Éditeur: Springer International Publishing AG
• Date d'édition: 2023
• Langue: anglais
• ISBN 10: 3031420489
• ISBN 13: 9783031420481
• Reliure: Relié
• Numéro d'édition: 1
• Nombre de pages: 90
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Allemagne