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Optimal Bundling
Scientific knowledge and practical advice are combined in this book. Leading scientists present their latest research results in the area of product and price bundling, with respect to optimization as well as to behavioral bundling approaches. In addition the reader will learn how to implement bundling strategies and how to set up a bundling concept. He will find a thorough explanation of the value that bundling has for improving a company`s profit and sales.
The Marketer's Handbook
The Marketer's Handbook: A Checklist Approach is a dream tool for marketing practitioners looking to increase performance. It delivers a powerful wealth of practical marketing information in checklist form. Armed with this resource, you will gain priceless marketing know-how with leading ideas, proven strategies & practical information organized in a quick & easy-to-use reference format. This handbook will help you to focus in on specific areas to ensure that you haven't forgotten anything. The wealth of information contained in each chapter is there to help you think about &consider just what it is that you have to do. The checklists help to identify, remind & prompt, & evolve questions to ...
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Handbook of Pricing Research in Marketing
Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated d...
Nutzenorientiertes Pricing von Messeleistungen
Anna Holzner entwickelt einen nutzenorientierten Preissetzungsansatz für Messeleistungen, die den Ausstellern von Messegesellschaften angeboten werden. Im Rahmen einer empirischen Untersuchung für die photokina, eine Messeveranstaltung der Koelnmesse, konnten aussagekräftige Untersuchungsergebnisse gewonnen werden, die das Potenzial des Ansatzes verdeutlichen.
Vertriebseffizienz durch Kundenintegration
Unter dem Aspekt der Kostensenkung durch Mass Customization analysiert Christof M. Stotko die theoretischen Gestaltungsmöglichkeiten der Kundenintegration in Vertrieb und Fertigung. Seine Befragung von 105 deutschen Herstellern von Werkzeugmaschinen zeigt, dass diese Unternehmen die Kundenintegration nicht ausreichend nutzen, um Kostenvorteile in Vertrieb und Fertigung zu erzielen, und dass vor allem die Möglichkeiten, die die elektronischen Medien bieten, nahezu ignoriert werden.
Maximum Profit, Minimum Problem
Tujuan nomor satu bisnis adalah profit/laba, bukan pangsa pasar. Buku ini, mengungkapkan sejumlah kontradiksi yang sangat mendasar dan berdampak meruntuhkan obsesi terhadap pangsa pasar. Berdasarkan pengalaman bertahun-tahun sebagai konsultan di Simon-Kucher & Partners Strategy and Marketing Consultans, para Tujuan nomor satu bisnis adalah profit/laba, bukan pangsa pasar. Buku ini, mengungkapkan sejumlah kontradiksi yang sangat mendasar dan berdampak meruntuhkan obsesi terhadap pangsa pasar. Berdasarkan pengalaman bertahun-tahun sebagai konsultan di Simon-Kucher & Partners Strategy and Marketing Consultans, para penulis menyerukan pembaruan yang mengarah kepada peningkatan laba. Menggunakan ...
