Smart Pricing读书介绍
| 类别 | 页数 | 译者 | 网友评分 | 年代 | 出版社 |
|---|---|---|---|---|---|
| 书籍 | 224页 | 2010 | Wharton School Publishing |
| 定价 | 出版日期 | 最近访问 | 访问指数 |
|---|---|---|---|
| USD 34.99 | 2010-04-05 … | 2022-12-23 … | 67 |
“If you ever wondered how prices are determined, you will find it in Smart Pricing. This is the most comprehensive coverage on the topic for today’s new economy. The insights in this book are priceless.” David J. Reibstein , The William S. Woodside Professor and Professor of Marketing, The Wharton School, University of Pennsylvania, and coauthor of Marketing Metrics “Global competition and digital technology have made pricing decisions more challenging than ever before. In this smart and excellent book, Jagmohan Raju and John Zhang have packed many years of experience and expertise to help managers navigate through the complex environment that they face today.” Sunil Gupta , Edward W. Carter Professor of Business and Head of the Marketing Department, Harvard Business School “ Smart Pricing offers a unique perspective on how pricing innovations can grow business and transform markets. Synthesizing best pricing practices from various businesses worldwide and research insights is quite illuminating. This superb book is a must-read for anyone interested in exploring the power of pricing.” Kamel Jedidi , John A. Howard Professor of Business, Columbia University “A must-read for all managers who have to make profitable pricing decisions in an increasingly international market environment. Raju and Zhang provide highly innovative solutions for the most challenging problems in modern pricing–scientifically founded, management-focused, and fun to read.” Dr. Harley Krohmer , Chairman of the Institute of Marketing and Management, University of Bern - The Capital University of Switzerland Innovative Pricing Strategies that Improve Profitability, Attract New Customers, and Transform Industries In Smart Pricing , Wharton professors and renowned pricing experts Jagmohan Raju and Z. John Zhang draw on examples from high tech to low tech, from consumer markets to business markets, and from U.S. to abroad, to tell the stories of how innovative pricing strategies can help companies create and capture value as well as customers. They teach the pricing principles behind those innovative ideas and practices. Smart Pricing introduces to marketing and product executives, along with corporate strategists, many innovative approaches to pricing, as well as the research and insights that went into their creation. Filled with illustrative examples from the business world, readers will discover restaurants where customers set the price...learn how Google and other high-tech firms have used pricing to remake whole industries...and understand how executives in China successfully start and fight price wars to conquer new markets. Smart Pricing goes well beyond familiar approaches like cost-plus, buyer-based pricing, or competition-based pricing, and puts a wide variety of pricing mechanisms at your disposal. This book helps you understand them, choose them, and use them to win . “Name your own price”: not just for Priceline anymore New ways to match the right offer with the right customer at the right moment The new art of the price war How to plan and execute a price war to conquer new sales territories Are the best things in life really free? What you can give away, what you can’t, and how to defend against “free” The snob premium: from cachet to cash The more you pay, the more it’s worth
作者简介贾格莫汉•拉古
•宾夕法尼亚大学沃顿商学营销系主任。
•研究领域包括新产品定价，价格折扣，优惠券策略，店铺品牌，零售，销售人员薪酬，以及分销渠道管理。
•曾担任一些知名公司的策略咨询，如惠氏公司、美敦力公司，华纳家庭娱乐等。
张忠
•宾夕法尼亚大学沃顿商学院营销学教授，中欧商学院、长江商学院资深教授。
•研究领域包括价格收益模式研究，目标定价策略，零售管理，工程造价，以及定价策略。
•曾在中国为众多企业高管讲授定价策略，如搜狐，中信银行，新东方，工商银行，中国电信，首都机场集团，熔盛集团，中组部企业家培训项目等。
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