Pricing Strategy and Techniques

Author: Zhao Ping
Publisher:
Publish Date: 1999-03-01
Features:
A brief introduction to the content
Product pricing is a fundamental aspect of marketing and one of the most important decisions a business makes. To some extent, all of a company's competitive strategies will ultimately be reflected in its pricing decisions. The purpose of this book is to help business managers understand and master the strategies and techniques of pricing, thereby improving their ability to develop pricing strategies. The book consists of thirteen chapters, exploring pricing strategies from various perspectives, including the basic concepts of pricing, market-oriented pricing, the psychological impact of prices on consumers, adjusting strategies in changing environments, and market segmentation strategies. It elaborates on the flexibility of prices in competition, the influence of prices on a company's financial situation, and more. This book is highly practical and readable, making it suitable for students and faculty of marketing majors in colleges and universities, as well as for managers in various enterprises for reference.