ENGLISH

Active Price Management: Be a Price Maker, Not a Price Taker! (Business Guides on the Go)

By Sven Reinecke , Laura Johanna Noll

Book information

Publisher
Springer
Year
2023
ISBN
3031420489, 9783031420481
Language
english
Format
PDF
Filesize
4 MB (4031112 bytes)
Edition
1st ed. 2023
Pages
99\98
Time added
2024-01-21 03:18:30

Description

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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