Creating a viable service requires a business model that allows for
the costs of creating and delivering the service, in addition to a
margin for profits, to be recovered through realistic pricing and
revenue management strategies. However, the pricing of services is
complicated. Pricing Services and Revenue Management explains how
to set an effective pricing and revenue management strategy that
fulfils the promise of the value proposition so that a value
exchange takes place. This book is the fourth volume in the Winning
in Service Markets Series by services marketing expert Jochen
Wirtz. Scientifically grounded, accessible and practical, the
Winning in Service Markets Series bridges the gap between
cutting-edge academic research and industry practitioners, and
features best practices and latest trends on services marketing and
management from around the world.
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