Ulteriori informazioni
Info autore
Kent B. Monroe
is the J.M Jones professor of Marketing and Head, Department of Business Administration, University of Illinois, Champaign-Urbana. He has pioneered research on the information value of price and authored the leading text Pricing: Making Profitable decisions, 2nd ed, McGraw-Hill, 1990. His research has been published in the Journal of Marketing Research, Journal of Consumer Research, Journal of marketing, Management Science, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Consumer Affairs and the Journal of Business Research. Dr. Monroe has served as a consultant on pricing, marketing strategy, and marketing research, to business firms, governments, and the United Nations.
Part 2 has been adapted from The Company AuditGuide published by Cambridge Strategy Publications Ltd.
Part 3 has been developed by Cambridge Strategy publications Ltd.
Riassunto
Pricing is the only marketing strategy variable that directly generates income. Yet the pressures of adapting in today's volatile environment has placed additional pressures on pricing decision makers throughout the world.
This comprehensive audit provides you with the steps you need to follow in order to carry out and implement a pricing strategy in a straightforward and practical manner. It shows you how to:
- develop effective pricing strategies and tactics
- assess the consistency between corporate and pricing objectives
- determine how your buyers perceive your prices
- identify the relevant costs for each pricing strategy
- integrate specific price decisions into an overall pricing strategy.
