Vithala R. Rao Bücher

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business, and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This Advanced Introduction explores strategies of pricing products (goods and services) that can be employed by a firm. The analytical techniques and data necessary for implementing the pricing strategies are described in an easy-to-understand manner, along with examples. Pricing strategies covered include cost-plus, reference value pricing, product line pricing, pricing product bundles, pricing over time, pricing under competition, and subscription pricing. Key Features: Analytics for implementing price strategies and practice of auctions and several novel pricing strategies such as pay-what-you wish pricing, freemium pricing, and neuro pricing Exploration of the concept of willingness to pay Review of important behavioral aspects useful in designing and implementing pricing strategies Business students, both undergraduate and MBA, professional pricing executives and marketing managers alike will appreciate the depth of knowledge provided in this Advanced Introduction to Pricing Strategy and Analytics.

To be effective today, professionals at all levels of an organization need to constantly track their ever changing marketplace which requires a thorough understanding of customers, competitors and the various forces that impact their market, now and in the future. The long-term viability of any company may depend on decisions made on both tactical and strategic levels of market planning. The New Science of Marketing puts the decision-making process on a strategic level of planning; such as identifying products and markets, distribution channels and selling environments in which the company may compete in the future. This book is designed to bridge the gap for marketers involved in establishing long-term strategies for their companies and products. The New Science of Marketing provides: practical, user-friendly basis for developing a complete, qualitative and quantitative strategic marketing plan; usable guide to integrating scientific market research into any marketing management assignment; in-depth case studies including, Zenith, General Foods, R.J. Reynolds, Citibank, Apple Computer; a strong focus on managing the market destiny of products, businesses and organizations; marketers with a knowledge for getting workable answers to real-world marketing questions.