Pricing : : A Guide to Pricing Decisions / / Ragnhild Silkoset.

• Superior document: Title is part of eBook package: De Gruyter DG Plus DeG Package 2023 Part 1
• VerfasserIn: Silkoset, Ragnhild,
• Place / Publishing House: Berlin ;, Boston : : De Gruyter, , [2023]; ©2023
• Year of Publication: 2023
• Language: English
• Physical Description: 1 online resource (X, 158 p.)

This book on pricing decisions gives practical guidance on how to identify customer value, estimating customers’ willingness to pay for these benefits, and on how psychology affects customers’ perception of prices in a market. This strategic view on pricing gives the reader a competitive advantage. It empowers them with means to plan and perform a pricing strategy based on their value propositions. The target group for this book is managers, entrepreneurs, and business students. The book guides the reader in understanding how economics, strategy, marketing, and psychology are combined when it comes to pricing decisions. Further, the chapters contain step-by-step procedures that help managers and entrepreneurs to succeed with complex pricing decisions in busy workdays. The analysis is based on the basic edition of Microsoft Excel software. In sum, the book helps the reader to strategically plan, execute, and win price competitions. It covers topics such as dynamic pricing, estimation of customers willingness to pay, price competition and wars, customers’ reaction to unfair prices, and price tactics and strategy. The book includes specialized chapters on pricing in e-commerce, and pricing in the sharing economy.

Table of Contents

Frontmatter -- Preface -- Contents -- Chapter 1 Objectives for the Pricing Strategy -- Chapter 2 Value-Based Pricing -- Chapter 3 Measure Customers’ Reactions to Price Changes -- Chapter 4 Different Prices for the Same Products -- Chapter 5 Different Prices for the Same Customers -- Chapter 6 From Price Competition to Price War! -- Chapter 7 Unfair Price! -- Chapter 8 Price Tactics, Sales and Promotions -- Chapter 9 Pricing Psychology -- Chapter 10 E-commerce and Prices in Digital Markets -- Chapter 11 Prices in the Sharing Economy -- Chapter 12 Pricing Calculations -- References -- About the Author -- List of Figures -- List of Tables -- Index