Pricing drives three of the most important elements of firm
success: revenue and profits, customer behavior and firm image.
This book provides an introduction to the basic principles for
thinking clearly about pricing. Unlike other marketing books on
pricing, the authors use a more analytic approach and relate ideas
to the basic principles of microeconomics. Rakesh Vohra and
Lakshman Krishnamurthi also cover three areas in greater depth and
provide more insight than may be gleaned from existing books: 1)
the use of auctions, 2) price discrimination and 3) pricing in a
competitive environment.
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