Laura Johanna Noll
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Dr.
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Noll
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Laura Johanna
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laura.noll@unisg.ch
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+41 71 224 2876

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Publication

Gender diversity: a biased auction market?

2021-07-06 , Meier, Celine , Noll, Laura

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Publication

Active Price Management

2023-11-02 , Sven Reinecke , Laura Johanna Noll , Springer Cham

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).

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Publication

Price Determinants on the Secondary Art Market: A Mixed-Method Approach to Improved Estimation at International Fine Art Auctions

2021-05-26 , Noll, Laura

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Publication

Added-Value Creation in Experience-Based Retail Marketing – The Effects of Physical Store Experiences on Perceived Value and Price Acceptance.

2019-02-22 , Noll, Laura Johanna

While customer journeys increasingly shift online, research suggest that offline interaction between customers and companies is decreasing. However, a literature review indicates that due to a lower amount of physical experiences, offline touchpoints regain importance. To investigate this issue, the role of the retail space in the value creation process is discussed. Further, the impact of non-financial value on perceived price and price acceptance is elaborated against the background of sociological capital theory. The author argues that the store-end provides significant opportunities for added-value creation. More precisely, offline experiences can produce non-financial value which is convertible into financial capital, thereby increasing perceived price and price acceptance among customers. The author develops first managerial implications for a strategic use of retail space and provides theoretical grounds for analyzing the impact of experience-based retail marketing on price acceptance in large qualitative and quantitative data sets.

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Publication

Active Price Management

2023 , Reinecke, Sven , Noll, Laura Johanna

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Publication

Aktives Preismanagement

2023-10-23 , Sven Reinecke , Laura Johanna Noll , Springer Gabler Wiesbaden

Dieses Buch zeigt, wie es gelingt, aus dem «Stiefkind» im Marketing, dem Pricing, jenes Marketinginstrument zu entwickeln, das den Gewinn des Unternehmens am nachhaltigsten positiv beeinflusst. Jegliches Marketing schlägt sich letztlich im Preis nieder, weil der Preis die Gegenleistung des Abnehmers für die anderen drei wertstiftenden Marketinginstrumente ist: das Produkt (funktionaler Wert), die Kommunikation (emotionaler Wert) und die Distribution (Verfügbarkeit). Die Autoren stellen die wichtigsten Rahmenbedingungen und Grundprinzipien eines aktiven Preismanagements vor. Dabei greifen sie jene Aspekte heraus, die sich im Rahmen der Executive Education der Universität St. Gallen (HSG) als besonders relevant für die Unternehmenspraxis bewährt haben.

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Publication

Record Prices at International Art Auctions: Understanding the Power and Limits of Marketing

2022-10-28 , Noll, Laura Johanna

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Publication

Aktives Preismanagement

2023 , Reinecke, Sven , Noll, Laura Johanna

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Publication

An investigation of gender effects in the secondary art market: a biased auction market?

2022-11-19 , Noll, Laura Johanna , Bille, Trine , Meier, Céline

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Publication

The Art Market & New Tech: Marketing Unique Goods by Means of AI?

2020-03-18 , Noll, Laura

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