Contextual pricing : the death of list price and the new market reality /
Docters, Robert G.
Contextual pricing : the death of list price and the new market reality / Rob Docters, John Hanson, Cecilia Nguyen, Michael Barzelay - New York : McGraw-Hill, c2012 - vi, 264 p. : ill. ; 24 cm.
Includes index
The journey from product to context -- Context and the death of list price -- Why value matters less with competition -- Which contexts matter to you? -- Living in the digital world -- Antidotes to price pressure -- Pricing for poets, and profit maximizers -- Price structure -- Scientific bundling and tiering -- Dangerous ways to reduce or increase price -- Pricing programs and the marketing mix -- Segmentation, context and time -- The hinge of fate : pricing strategy -- Higher return : introductory pricing strategies -- Brand, messaging and competition -- Tools for management -- First steps and missteps -- Cheap and cheerful pricing tools -- Key contextual data is not in your company’s database -- An enabling systems architecture -- Creative pricing
9780071772464 (alk. paper) 0071772464 (alk. paper)
Pricing
Marketing
Contextual pricing : the death of list price and the new market reality / Rob Docters, John Hanson, Cecilia Nguyen, Michael Barzelay - New York : McGraw-Hill, c2012 - vi, 264 p. : ill. ; 24 cm.
Includes index
The journey from product to context -- Context and the death of list price -- Why value matters less with competition -- Which contexts matter to you? -- Living in the digital world -- Antidotes to price pressure -- Pricing for poets, and profit maximizers -- Price structure -- Scientific bundling and tiering -- Dangerous ways to reduce or increase price -- Pricing programs and the marketing mix -- Segmentation, context and time -- The hinge of fate : pricing strategy -- Higher return : introductory pricing strategies -- Brand, messaging and competition -- Tools for management -- First steps and missteps -- Cheap and cheerful pricing tools -- Key contextual data is not in your company’s database -- An enabling systems architecture -- Creative pricing
9780071772464 (alk. paper) 0071772464 (alk. paper)
Pricing
Marketing