Estimation of Willingness-to-Pay Theory, Measurement, Application
To determine the willingness-to-pay (WTP) for products and/or services from a customer perspective is crucial for modern approaches to pricing. With the Price Estimation scene (PE scene) Christoph Breidert introduces a new method to estimate WTP. It works as an additional interview scene appended to...
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| Format: | eBook |
| Language: | English |
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Wiesbaden
Deutscher Universitätsverlag
2006, 2006
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| Edition: | 1st ed. 2006 |
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| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
Table of Contents:
- Pricing in the Marketing Mix
- Willingness-to-Pay (WTP) in Marketing
- Measuring Willingness-to-Pay
- Conjoint Analysis
- Conjoint Analysis in Pricing Studies
- Price Estimation Scene (PE Scene)
- Empirical Investigation: Nokia study
- Summary and Main Findings