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Anotace knihy

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).

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Active Price Management
• Podnázev: Be a Price Maker, Not a Price Taker!
• Autor: Sven Reinecke, Laura Johanna Noll
• Jazyk: Angličtina
• Vazba: Pevná
• EAN: 9783031420481
• ID: 43829818
• Nakladatelství: Springer, Berlin
• Rozměry: 210 × 148 mm
• Datum vydání: 23. October 2023

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