"The primary theme of Pricing Strategies is that pricing should be guided by the marketing concept, which indicates that success is achieved through a focus on the needs and sensitivities of the customer. This customer-focus theme is evident throughout the text. The author helps to overcome the mathematical anxieties of students with an intuitive approach to understanding basic pricing concepts, and presents mathematical techniques as simply more detailed specifications of these concepts"--Provided by publisher.

Schindler, Robert professor

Schindler, Robert M.

SAGE Publications, Incorporated

Corwin Press

United States, United States of America

Thousand Oaks, California, 2012

First, First Edition, PT, 2011

Los Angeles, 2012

Includes bibliographical references and index.

Machine generated contents note: Chapter 1. Introduction: Pricing as an Element of the Marketing MixPart I Setting of Initial PricesChapter 2. The Starting Point in Setting an Initial PriceChapter 3. Assessing Value to the CustomerChapter 4. Basic Pricing Strategies and the Use of Breakeven AnalysisPart II Modification of Existing PricesChapter 5. Development and Use of the Generalized Breakeven FormulaChapter 6. Predicting Price-Change Response: Economic and Competitive FactorsChapter 7. Predicting Price-Change Response: Cognitive FactorsChapter 8. Predicting Price-Change Response: Emotional FactorsChapter 9. Empirical Measurement of Price-Change ResponsePart III Developing a Price StructureChapter 10. The Logic of Price SegmentationChapter 11. Time as a Price-Segmentation FenceChapter 12. Place of Purchase as a Price-Segmentation FenceChapter 13. Pricing of Interrelated ProductsPart IV Broader Considerations in PricingChapter 14. Interactive Pricing: Auctions and NegotiationChapter 15. Law, Ethics, and Social Responsibility in PricingChapter 16. The Role of Price in Marketing Strategy.

Written by a leading pricing researcher, Pricing Strategies makes this essential aspect of business accessible through a simple unified system for the setting and management of prices. Robert M. Schindler demystifies the math necessary for making effective pricing decisions. His intuitive approach to understanding basic pricing concepts presents mathematical techniques as simply more detailed specifications of these concepts.

2023-03-30