Pricing: making profitable decisions
McGraw-Hill, 1990 - 502 pages
Pricing, 3/e, synthesizes economic and marketing principles with accounting and financial information to provide a basis for analyzing pricing alternatives within legal and corporate constraints. This revision of this classic text brings readers an understandable writing style, a more complete discussion of the quantitative issues, and a greater number of clear-cut examples. The material on the economics of pricing now reflects recent research in pricing by applied economists and marketing researchers trained in economics.
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CURRENT PRICING STRATEGIES
PRICES AND DEMAND
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acceptable price advertising allocated alternative amount analysis approach assume behavior brand break-even Business Business Week buyers cash discount chapter competitive competitors conjoint analysis consider contribution coupon customers decision problem decrease determine direct costs discussed in Chap distributors economic effect estimate evaluate example experience curve factors firm firm's fixed costs forecast function important indicated Journal of Marketing leverage manufacturer marginal marginal revenue Marketing Research method objective offer operating leverage overhead penetration pricing perceived value percent predatory pricing price changes price differences price differentials price discrimination price elasticity price increases price promotion price reduction price sensitivity price structure price-volume pricing decisions pricing research pricing strategies problem product line product or service purchase quantity discount reduce reference price relationship relative response retailers revenue Robinson-Patman Act sales volume Section 2(a seller selling price semivariable Table tion unit