Principles of pricing : an analytical approach (Book, 2013) [WorldCat.org]
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Principles of pricing : an analytical approach

Author: Rakesh V Vohra; Lakshman Krishnamurthi
Publisher: Cambridge ; New York : Cambridge University Press, 2013, ©2012.
Edition/Format:   Print book : English : [Corrected ed.]View all editions and formats
Summary:
"Pricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an introduction to the basic principles for thinking clearly about pricing. Unlike other marketing books on pricing, the authors use a more analytic approach and relate ideas to the basic principles of microeconomics. Rakesh Vohra and Lakshman Krishnamurthi also cover three  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Rakesh V Vohra; Lakshman Krishnamurthi
ISBN: 9781107010659 1107010659
OCLC Number: 857287304
Notes: Originally published: Cambridge : Cambridge University Press, 2012.
"Reprinted with corrections 2013"--Title page verso.
Description: x, 250 pages : illustrations ; 24 cm
Contents: Introduction --
Buyer behavior: The ultimatum ; Rational buyer model ; Warts ; Defense of the rational buyer model ; Price setting --
Estimating price response: Economic value to the customer --
Uniform posted price : Margin versus volume ; Margin and elasticity ; The relevance of costs to prices ; Break-even calculations ; The sin of cost-plus pricing ; Credibility ; Selling to one ; Many products ; Negotiation ; Selling through an intermediary ; Adverse selection ; The price waterfall --
Auctions: The benchmark model ; Beyond benchmark --
Price discrimination: The third degree ; The second degree ; Revenue management ; Gray markets ; Legal aspects of price discrimination --
Pricing and competition: The pricing dilemma ; Repetition ; Capacity ; Differentiation ; Tale of the inferior entrant --
Bringing it all together --
Appendix on game theory: Representing the game ; Playing the game ; Dominated strategies and the price game ; Backward induction and the centipede game ; Equilibrium.
Responsibility: Rakesh V. Vohra, Lakshman Krishnamurthi.
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Abstract:

Pricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an analytic basis for making pricing decisions.  Read more...

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'Pricing books are divided into two types. Economics texts cover pricing theoretically but rarely help the reader understand how to apply the concepts. Marketing pricing books explain 'how to do it' Read more...

 
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