Active Price Management - Be a Price Maker, Not a Price Taker!

This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool that positively impacts the company's profits in a sustainable manner. Ultimately, every aspect of marketing is reflected in the price, as it represents the customer's value exchange for the other three value-creating marketing instruments: the product (functional value), communication (emotional value), and distribution (availability). The authors present the essential framework conditions and fundamental principles of active price management. They specifically emphasize those aspects that have proven particularly relevant to business practice through the Executive Education program at the University of St. Gallen (HSG).

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Business Guides on the Go
Release date:	October 2023
First published:	2023
Authors:	Sven Reinecke • Laura Johanna Noll
Dimensions:	210 x 148mm (L x W)
ISBN-13:	978-3-03-142048-1
Subtitles:	German
Categories:	Books Promotions
LSN:	3-03-142048-9
Barcode:	9783031420481

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