Active Price Management Be a Price Maker, Not a Price Taker!

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...

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Bibliographic Details
Main Authors: Reinecke, Sven, Noll, Laura Johanna (Author)
Format: eBook
Language:English
Published: Cham Springer Nature Switzerland 2023, 2023
Edition:1st ed. 2023
Series:Business Guides on the Go
Subjects:
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
Description
Summary: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)
Physical Description:IX, 90 p. 18 illus online resource
ISBN:9783031420498