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Full Description
While all company executives know the importance of pricing, their knowledge about how to make sound pricing decisions is, in most cases, incomplete. Environmental changes, such as COVID-19, worldwide inflation, and regional wars, have given the pricing function significantly more attention, while there have been technological developments in digitalisation and artificial intelligence. This textbook tackles these changes head-on, providing an up-to-date discussion on the theory and practice of pricing.
Offering modern, relevant, practical examples, exercises and solutions, readers will gain a thorough and critical understanding of pricing in a digital world. Whilst grounded in theory, this book also offers practical tips and techniques that can be applied in local and international businesses. This book helps business students and company executives to deepen their knowledge of smart pricing.
Contents
Chapter 1: PRICING IN FOCUS.- Chapter 2: THE ECONOMICS OF PRICING.- Chapter 3: CUSTOMERS PRICE PERCEPTION.- Chapter 4: PRICE COSTS AND PROFIT.- Chapter 5: METHODS OF PRICE SETTING.- Chapter 6: PRICING STRATEGY.- Chapter 7: DYNAMIC PRICING.- Chapter 8: PRODUCT LINE PRICING AND BUNDLING.- Chapter 9: PRICING ACROSS THE MARKETING CHANNELS.- Chapter 10: RETAIL AND WHOLESALE PRICING.- Chapter 11: PRICING IN INTERNATIONAL MARKETS.- Chapter 12: SUCCESSFUL PRICE NEGOTIATIONS.- Chapter 13: NEW PRICE BASED BUSINESS MODELS.- Chapter 14: PRICING TOOLS AND SYSTEMS.- Chapter 15: THE ROLE OF AI IN PRICING.
