Active price management : be a price maker, not a price taker! / Sven Reinecke, Laura Johanna Noll.

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Active price management : be a price maker, not a price taker! / Sven Reinecke, Laura Johanna Noll.

Aktives Preismanagement. English

9783031420498 (electronic bk.)
3031420497 (electronic bk.)
9783031420481
3031420489

Cham : Springer, 2023.

English

1 online resource (ix, 90 pages) : illustrations.

10.1007/978-3-031-42049-8 doi

HF5614 .R456 2023

658.8/16

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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Online resource; title from PDF title page (SpringerLink, viewed November 6, 2023).

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