• The market-leading text on pricing strategy, relied on by pricing practitioners and postgraduate students globally as a core reference guide for value-based pricing. • Theoretical frameworks and models are tied strongly to practical, actionable principles. Readers will understand not only the theory behind what they are doing, but also how to implement these principles in their own companies and careers. • This revised edition incorporates a focus on leveraging disruptive technologies and the practical implementation of systems and models, supported by real-life examples. • Updated online resources, including chapter-by-chapter PowerPoint slides, a test bank and an instructor’s manual.

• The market-leading text on pricing strategy, relied on by pricing practitioners and postgraduate students globally as a core reference guide for value-based pricing. • Theoretical frameworks and models are tied strongly to practical, actionable principles. Readers will understand not only the theory behind what they are doing, but also how to implement these principles in their own companies and careers. • This revised edition incorporates a focus on leveraging disruptive technologies and the practical implementation of systems and models, supported by real-life examples. • Updated online resources, including chapter-by-chapter PowerPoint slides, a test bank and an instructor’s manual.

Die Autoren erklaren, wie die Rentabilitat eines Unternehmens trotz starker Konkurrenz durch Wettbewerbslenkung erhalten werden kann. Der Leser erfahrt einfache, aber ausserst wirkungsvolle finanzielle Techniken zur Integration der Kostenfrage in Marketingentscheidungen. Gewinnmoglichkeiten werden erlautert, die sich aus einer Marktsegmentierung ergeben, ebenso wie die spezifischen Techniken zur Erreichung dieser Segmentierung."

Die Autoren erklaren, wie die Rentabilitat eines Unternehmens trotz starker Konkurrenz durch Wettbewerbslenkung erhalten werden kann. Der Leser erfahrt einfache, aber ausserst wirkungsvolle finanzielle Techniken zur Integration der Kostenfrage in Marketingentscheidungen. Gewinnmoglichkeiten werden erlautert, die sich aus einer Marktsegmentierung ergeben, ebenso wie die spezifischen Techniken zur Erreichung dieser Segmentierung."