PRICE STRATEGIES - ROBERT M SCHINDLER [Hardcover] 9781412964746

TITLE : PRICE STRATEGIES - A Marketing Approach - ROBERT M SCHINDLER

ISBN13 : 9781412964746

PUBLISHER : SAGE PUBLICATION (2011)

EDITION : 1ST EDITION HARDCOVER

PAGES : 416  PAGES

This book makes basic pricing concepts more accessible to business students through a simple unified system for the setting and management of prices. Robert M. Schindler demystifies the formulas used in pricing and shows students how they can do the math necessary for making effective price-related decisions. He demonstrates how pricing should be guided by the marketing concept, focusing on the needs and sensitivities of the customer, showing that an understanding of consumer behavior is central to core pricing questions. Chapters end with discussion questions and exercises to help reinforce what students have learned.

 Key Features

• Uses intuitive mathematical techniques and only a small number of formulas and mathematical concepts, to reduce student anxiety and reinforce understanding

• Focuses on consumer needs and behavior, showing how the practice of pricing benefits from a customer focus as much as do marketing practices such as advertising or product design

• Includes examples and illustrations that students can relate to from retail businesses and small businesses that are easy to understand and illustrate basic pricing principles

• Grounds pricing discussion in practical theory, making consistent use of a small number of key concepts that students can master and therefore use