Pricing Strategies: A Marketing Approach / Edition 1

by Robert M. Schindler

Overview

Written by a leading pricing researcher, Pricing Strategies makes this essential aspect of business accessible through a simple unified system for the setting and management of prices. Robert M. Schindler demystifies the math necessary for making effective pricing decisions. His intuitive approach to understanding basic pricing concepts presents mathematical techniques as simply more detailed specifications of these concepts.

Product Details

ISBN-13:	9781412964746
Publisher:	SAGE Publications
Publication date:	10/11/2011
Edition description:	First Edition
Pages:	416
Product dimensions:	7.30(w) x 9.20(h) x 0.90(d)

About the Author

Robert M. Schindler is professor of marketing at Rutgers University in Camden, New Jersey. He has carried out numerous studies of consumer perception and motivation, especially concerning the effects of price endings and price promotions. His work has appeared in publications such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Retailing, the Journal of Advertising, and the Journal of Consumer Psychology. He has been ranked among the most published researchers in the area of pricing and has received a Lifetime Achievement Award from the Fordham University Pricing Center.

Professor Schindler received a BA in biochemistry and psychology from the University of Pennsylvania and an MS and Ph D in cognitive psychology from the University of Massachusetts. He has been teaching courses in marketing, consumer behavior, and pricing at Rutgers – Camden since 1989. He is a recipient of the Rutgers University Scholar-Teacher Award and the Chancellor’s Award for Teaching Excellence.

Table of Contents

Chapter 1. Introduction: Pricing as an Element of the Marketing Mix
Part I – Setting of Initial Prices
Chapter 2. The Starting Point in Setting an Initial Price
Chapter 3. Assessing Value to the Customer
Chapter 4. Basic Pricing Strategies and the Use of Breakeven Analysis
Part II – Modification of Existing Prices
Chapter 5. Development and Use of the Generalized Breakeven Formula
Chapter 6. Predicting Price-Change Response: Economic and Competitive Factors
Chapter 7. Predicting Price-Change Response: Cognitive Factors
Chapter 8. Predicting Price-Change Response: Emotional Factors
Chapter 9. Empirical Measurement of Price-Change Response
Part III – Developing a Price Structure
Chapter 10. The Logic of Price Segmentation
Chapter 11. Time as a Price-Segmentation Fence
Chapter 12. Place as a Price-Segmentation Fence
Chapter 13. Pricing of Interrelated Products
Part IV – Broader Considerations in Pricing
Chapter 14. Interactive Pricing: Auctions and Negotiation
Chapter 15. Law, Ethics, and Social Responsibility in Pricing
Chapter 16. The Role of Price in Marketing Strategy

Editorial Reviews

This book is consistent in its treatment, thorough, correct in scholarship, and well-researched. An impressive achievement given the breadth and complexity of the area.

Randolph E. Bucklin