This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool that positively impacts the company's profits in a sustainable manner. Ultimately, every aspect of marketing is reflected in the price, as it represents the customer's value exchange for the other three value-creating marketing instruments: the product (functional value), communication (emotional value), and distribution (availability). The authors present the essential framework conditions and fundamental principles of active price management. They specifically emphasize those aspects that have proven particularly relevant to business practice through the Executive Education program at the University of St. Gallen (HSG).

Explains how to most sustainably influence the company's profits in a positive manner Highlights pricing practices that have proven particularly successful in business practice Illustrates the key framework conditions and fundamental principles of price management

Autorentext

Prof. Dr. Sven Reinecke ist Geschäftsführender Direktor des Instituts für Marketing & Customer Insight sowie Titularprofessor für Betriebswirtschaftslehre an der Universität St.Gallen (HSG). Dr. oec. HSG Alexander Tombach war wissenschaftlicher Mitarbeiter am Institut für Marketing & Customer Insight an der Universität St. Gallen (HSG) und ist inzwischen als strategischer Berater in der Energiebranche tätig.

Inhalt

Active Price Management: Fundamentals and Challenges.- Conditions of Price Management.- Goals of Price Management.- Price Management Strategies.- Price Management for Innovations.- Auctions.- Price Management for Business-to-Business Services.- Conclusion.