Pricing (eBook)

Prinzipien und Prozesse der betrieblichen Preispolitik

Hermann Diller, Steffen Müller, Björn Ivens, Markus Beinert (Autoren)

eBook Download: PDF

2020 | 5., überarbeitete Auflage
572 Seiten
Kohlhammer Verlag
978-3-17-034893-6 (ISBN)

Infos

In view of the increasingly intense competition in many markets, the correct application of pricing policy is a matter of existential importance for corporate policy. This standard textbook discusses the various problem areas involved in setting prices and conditions, from the management point of view. It presents both the latest theoretical and methodological foundations for pricing decisions and for coordinating price and quality, and also price formation procedures that can be applied in practice. Separate sections are devoted to the capital goods sector, the retail trade and the services sector.

Autor

Emeritus Prof. Hermann Diller taught marketing at the University of Erlangen&Nuremberg. Prof. Markus Beinert teaches marketing for capital goods at the Weihenstephan-Triesdorf University of Applied Sciences. Prof. Björn Ivens holds the Chair of Sales and Marketing at the University of Bamberg. Prof. Steffen Müller heads the Behavioural Management Department at the ZHAW School of Management and Law in Winterthur.

Produkt-Details

• Erscheint lt. Verlag: 11.11.2020
• Mitarbeit: Herausgeber (Serie): Richard Köhler, Hermann Diller
• Zusatzinfo: 129 Abb., 33 Tab.
• Verlagsort: Stuttgart
• Sprache: deutsch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Konditionen • Marketing • Preispsychologie • Preisstrategie • Strategie
• ISBN-10: 3-17-034893-0 / 3170348930
• ISBN-13: 978-3-17-034893-6 / 9783170348936