Pricing strategies : a marketing approach / Robert M. Schindler.Material type: BookCall no.: COMM HF 2012 646859Publication: Thousand Oaks, Calif. : Sage Publications, Inc, ©2012Description: xvii, 391 p. : ill.ISBN: 9781412964746 (hardback); 1412964741 (hardback).Subject(s): Pricing | Marketing | MK 317 Highly correlated | กต 317 Highly correlated
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Includes bibliographical references and index.
Introduction: pricing as an element of the marketing mix -- The starting point in setting an initial price -- Assessing value to the customer -- Basic pricing strategies and the use of breakeven analysis -- Development and use of the generalized breakeven formula -- Predicting price-change response: economic and competitive factors -- Predicting price-change response: cognitive factors -- Predicting price-change response: emotional factors -- Emprical measurement of price-change responce -- The logic of price segmentation -- Time as a price-segmentation fence -- Place as a prise-segmentation fence -- Pricing of interrelated products -- Interactive pricing: actions and negotiation -- Law, ethics, and social responsibility in pricing -- The role of price in marketing strategy.
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