ESCP Europe

Item type

Book

Language

anglais

Pages

658 p.

Edition

3rd ed. ; international ed.

Publication year

2003

Collection

• McGraw-Hill/Irwin series in marketing

ISBN

0-07-119860-1

Region

• MONDE

Note

• Glossary, figures, tables

Note

Bibliographical references, index

The objectives of this book are to systematically present the factors to be considered when setting price and to show how pricing alternatives can be developed and analyzed : economic foundations of pricing theory ; understanding customer and buyer behavior ; profitability analysis for pricing decisions ; developing pricing strategies ; managing the pricing function ; special topics on pricing.