Pricing Perspectives: Marketing and Management Implications of New Theories and Applications [NOOK Book]

Overview

The world of pricing has been changing at a fast pace. There has been a development of new dynamic pricing strategies, an explosion of new pricing tools and techniques, and a focus on smarter buyers. The implementation of value-based pricing strategies that occurred in the last few years are indicative of these changes. This book highlights many of the new perspectives and developments in pricing, including an important need to sell more value to the customer with the price. It explores pricing strategies and ...
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Pricing Perspectives: Marketing and Management Implications of New Theories and Applications

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Overview

The world of pricing has been changing at a fast pace. There has been a development of new dynamic pricing strategies, an explosion of new pricing tools and techniques, and a focus on smarter buyers. The implementation of value-based pricing strategies that occurred in the last few years are indicative of these changes. This book highlights many of the new perspectives and developments in pricing, including an important need to sell more value to the customer with the price. It explores pricing strategies and tactics from both theoretical and applied contexts, with a substantial focus on the creation, communication, capture and sustainability of value through pricing. The sociodemographic and psychological aspects of the consumer's price acceptance behavior are also studied in depth.
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Product Details

  • ISBN-13: 9780230254008
  • Publisher: Palgrave Macmillan
  • Publication date: 11/3/2008
  • Sold by: Barnes & Noble
  • Format: eBook
  • File size: 2 MB

Meet the Author

SANDRA ROTHENBERGER is Assistant Professor of Strategic Management and Habilitation Candidate of the Department of Strategic Management, Marketing and Tourism at the Innsbruck University, School of Management, Austria. Her primary research interests are consumer behaviour including consumer perceptions of pricing (price fairness), consumer information processing, and value based pricing issues. Sandra Rothenberger received the Research Award of the City of Innsbruck, 2005 for her dissertation "Antecedences and consequences of price satisfaction" and in 2007 won a research sponsorship from the Tyrolean Chamber of Commerce for her "value based pricing" project.

FLORIAN SIEMS studies Economics and Business Administration at the University of Regensburg in Germany. He earned his doctoral degree in 2003 at the University of Basel in Switzerland and worked as a management consultant. He is currently Professor for Marketing Management and Head of the Marketing Department at the Salzburg University of Applied Sciences in Austria. He is also a lecturer at several Swiss Universities, and still works as a consultant for several companies.

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Table of Contents

List of Tables

List of Figures

Introduction Sandra Rothenberger Rothenberger, Sandra Florian Siems Siems, Florian

Pt. I Historical and New Pricing Perspectives 1

1 Putting Pricing Experience in Perspective: A Satirical View from Victorian America Alfred C. Holden Holden, Alfred C. 3

2 Reflections and Emerging Perspectives on the Strategic Implications of a Multi-dimensional Pricing Environment Hooman Estelami Estelami, Hooman 58

Pt. II Value-Based Pricing 75

3 Does Being Good Pay Off? An Investigation of Consumers' Price Response to Social Product Information Dirk C. Moosmayer Moosmayer, Dirk C. 77

4 Reference Points Beyond Price - Fairness Effects in Customer Choices Christine Mathies Mathies, Christine 99

5 Price Sensitivity for Green Power in ELectricity Markets: Results from a Conjoint Analysis and a Representative Survey in Switzerland Jurg Hari Hari, Jurg Nikos Karathanasis Karathanasis, Nikos Stefan Burri Burri, Stefan 119

Pt. III Efficiency Through Price Transparency 145

6 Exploring the Role of Information and Trust in Price Fairness Judgments Sandra Rothenberger Rothenberger, Sandra Dhruv Grewal Grewal, Dhruv Gopalkrishnan Iyer Iyer, Gopalkrishnan 147

7 Price Transparency on the Internet Requirements of Revenue Management for the Development of an Online Strategy in the Hospitality Industry Roman Egger Egger, Roman Irene Walters Walters, Irene 159

Pt. IV Sectoral Pricing 173

8 Revenue Management and its Application Within the Hospitality Industry: History and Future Development Miguel B. Baltazar Baltazar, Miguel B. 175

9 Transfer Pricing for Internal Services and Products: the Link Between Accounting and Marketing Christine MitterMitter, Christine Florian Siems Siems, Florian 206

Author Index 223

Subject Index 225

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