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Marketing Metrics
book

Marketing Metrics

by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
February 2010
Intermediate to advanced content levelIntermediate to advanced
432 pages
10h 29m
English
Pearson
Content preview from Marketing Metrics

7. Pricing Strategy

Introduction

Key concepts covered in this chapter:

Price Premium

Reservation Price

Percent Good Value

Price Elasticity of Demand

Optimal Prices, Linear and Constant Demand

“Own,” “Cross,” and “Residual” Price Elasticity

“The cost of … lack of sophistication in pricing is growing day by day. Customers and Competitors operating globally in a generally more complex marketing environment are making mundane thinking about pricing a serious threat to the firm’s financial well being.”1

A full-fledged evaluation of pricing strategies and tactics is well beyond the scope of this book. However, there are certain key metrics and concepts that are fundamental to the analysis of pricing alternatives, and this chapter addresses them. ...

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Publisher Resources

ISBN: 9780137053094Purchase book