EAN: 9783110998337

PRICING - RAGNHILD SILKOSET KARTONIERT (TB)

This book on pricing decisions gives practical guidance on how to identify customer value 
estimating customers' willingness to pay for these benefits  and on how psychology affects
customers' perception of prices in a market. This strategic view on pricing gives the reader a
competitive advantage. It empowers them with means to plan and perform a pricing strategy based
on their value propositions. The target group for this book is managers  entrepreneurs  and
business students. The book guides the reader in understanding how economics  strategy 
marketing  and psychology are combined when it comes to pricing decisions. Further  the
chapters contain step-by-step procedures that help managers and entrepreneurs to succeed with
complex pricing decisions in busy workdays. The analysis is based on the basic edition of
Microsoft Excel software. In sum  the book helps the reader to strategically plan  execute  and
win price competitions. It covers topics such as dynamic pricing  estimation of customers
willingness to pay  price competition and wars  customers' reaction to unfair prices  and price
tactics and strategy. The book includes specialized chapters on pricing in e-commerce  and
pricing in the sharing economy.

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