Pricing strategies : a marketing approach / Schindler, Robert (Robert M.)

Handbook of pricing research in marketing / Rao, Vithala R.

competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text

-- Developing new products and managing the product life cycle -- Pricing: understanding and capturing customer

Product Life Cycle -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies

communication strategy -- Implementing marketing communication mix strategies -- Pricing concepts and setting

-- Personal selling and sales management -- Social media and marketing -- Part 6: Pricing decisions -- Pricing

. Marketing communication strategy -- 12. Implementing marketing communication mix strategies -- 13. Pricing

Product Development and Product Life-Cycle Strategies -- 10. Pricing: Understanding and Capturing Customer

intangible product -- Value capture -- Pricing concepts for establishing value -- Strategic pricing methods

: Distribution decisions -- Chapter 8: Pricing decisions -- Chapter 9: Marketing communication decisions

-- Understanding who and what influences your ideal buyer -- Pricing - a key part of your positioning -- Wrapping