Getting price right : the behavioral economics of profitable pricing /
"Managerial pricing decisions lead to surprisingly counterintuitive-seemingly irrational-behaviors, often contradicting what traditional economics predicts. However, sometimes these misunderstood behaviors are in fact more rational than they appear. How do leaders, managers, and proprietors go...
| Hlavní autor: | |
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| Médium: | Licensed eBooks |
| Jazyk: | angličtina |
| Vydáno: |
New York :
Columbia University Press
[2021]
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| On-line přístup: | https://www.jstor.org/stable/10.7312/smit19070 |
Obsah:
- Part I. Behavioral economics of everyday pricing decisions. Pricing orientation, pricing strategy
- Framing and strategic frames of reference
- Psychological pricing orientation : psychological price-setting biases and skills
- Social pricing orientation : cultural price-setting biases and skills
- Part II. Behavioral economics of cardinal pricing orientations. Cost-driven pricing orientation biases and skills
- Customer value-driven pricing orientation biases and skills
- Customer willingness-to-pay-driven pricing orientation biases and skills
- Competition-driven pricing orientation biases and skills
- Balanced pricing orientations, profitable pricing strategy.