Active Price Management
Journal
Business Guides on the Go
ISBN
978-3-031-42048-1
Type
book
Date Issued
2023-11-02
Author(s)
Abstract
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).
Language
English
Keywords
Quantitative price targets
Qualitative price targets
Pricing strategies
Pricing policy
Pricing differentiation
Pricing methods
Digital pricing
Auctions
HSG Classification
contribution to practical use / society
Book title
Active Price Management
Be a Price Maker, Not a Price Taker!
Publisher
Springer Cham
Volume
1
Pages
90
Official URL
Subject(s)
Division(s)