Preismanagement
Strategie - Analyse - Entscheidung - Umsetzung
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27 Result(s)
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Chapter
Preisdifferenzierung
Der für ein Unternehmen relevante Gesamtmarkt besteht in der Regel aus Nachfragern, die sich hinsichtlich des wahrgenommenen Nutzens, der Kaufkraft für ein Sachgut oder eine Dienstleistung und damit bezüglich ...
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Chapter
Preismanagement — eine umfassende Perspektive
Seit den neunziger Jahren hat das Preismanagement sowohl in der Managementpraxis als auch in der Marketingforschung erheblich an Bedeutung gewonnen.
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Chapter
Wenn der Kunde mehr ist als Käufer und Nutzer — Motive kollaborativer Wertschöpfungsprozesse
Traditionellerweise fokussierte das Marketing autonome Wertschöpfungsprozesse für den Massenmarkt, z.B. beschrieben durch die Wertkette (Porter 1985). Ergebnisse solcher Wertschöpfungsprozesse sind Güter, die auf...
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Article
Preismanagement: Eine prozessorientierte Perspektive
Der Preis ist der effektivste Gewinntreiber aller Marketinginstrumente. Der Beitrag stellt eine prozessorientierte Perspektive des Preismanagements vor, die aus den vier Phasen Strategie, Analyse, Entscheidung un...
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Article
Auswirkungen der Krise auf das Marketing
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Article
Grundlagen der Preisfairness – Bestandsaufnahme und Ansätze für zukünftige Forschung
Aufgrund einer hohen Dynamik des Forschungsbereichs ist es das Ziel des vorliegenden Beitrags, eine gesamthafte Bestandsaufnahme der wissenschaftlichen Literatur zum Thema Preisfairness vorzunehmen. Aufbauend ...
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Article
EDLP versus Hi–Lo pricing strategies in retailing—a state of the art article
The pricing strategy is seen as one of the five most important priorities in retail management. Over the past years, price wars have emerged and price has become an even more focal point of retailers’ agendas....
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Article
Extending downward is not always bad: Parent brand evaluations after brand extension to higher and lower price and quality levels
Extending brands vertically to different price and quality levels is a popular strategy of brand managers to leverage the value of well-established brands. This strategy may increase sales but also risks dilut...
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Chapter and Conference Paper
Value Creation within a Service Dominant Logic for Marketing
In line with other authors we believe that marketing is currently in a process of a profound paradigm shift. A lively discussion about a Service Dominant Logic (SDL) for Marketing has been launched by an artic...
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Book
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Chapter
Luxury–Specific Dimensions of Customer–Salesperson Relationships
Luxury brands are expected to deliver exceptional service and leave nothing to be desired for its customers. Traditionally, they have been leaders in creating personal customer-salesperson relationships. Never...
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Article
How do performance feedback characteristics influence recipients’ reactions? A state-of-the-art review on feedback source, timing, and valence effects
One of the most important measures to stimulate individual performance is feedback, whose effectiveness highly depends on underlying feedback characteristics. Although an extensive body of research has stresse...
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Chapter
Innovations in Price Management
Price management has been a field of sporadic innovation. Auctions, nonlinear pricing, and bundling precede our current era. Innovations in pricing used to be rare and slow to spread, but we have seen rapid, w...
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Chapter
Price Strategy
The business strategy defines the framework for price management. This starts with articulating the set of goals the business is pursuing. In general, these goals have many dimensions and are often to some ext...
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Chapter
Analysis: The Psychology of Price
The psychology of price is supplementary to the perspectives of classical economics and thus contributes to a more comprehensive understanding of the effects of price. Economics and marketing are not solely ba...
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Chapter
Decision: Multidimensional Prices
One-dimensional pricing, discussed in the preceding chapter, is rather the exception than the rule in economic reality. Companies typically charge different prices for the same product depending on target grou...
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Chapter
Price Management and Institutional Context
In the previous chapters, we have looked at price decisions without taking the institutional or economic context into account. For example, we have proceeded as if there were no inflation or deflation. The rea...
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Chapter
Price Management for Industrial Goods
Price management for industrial goods involves numerous special aspects. Overall, it is characterized by a wide variety of price models and pricing approaches. Because of these special aspects, analysis demand...
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Chapter
Price Management for Retailers
This chapter addresses the special characteristics of retail price management. For many retailers, price is the most important and most effective competitive instrument. Price differences in retail have a grea...
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Book
