Diller / Müller / Ivens Pricing

Prinzipien und Prozesse der betrieblichen Preispolitik
5. überarbeitete Auflage 2020
ISBN: 978-3-17-034893-6
Verlag: Kohlhammer
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)

E-Book, Deutsch, 572 Seiten

In view of the increasingly intense competition in many markets, the correct application of pricing policy is a matter of existential importance for corporate policy. This standard textbook discusses the various problem areas involved in setting prices and conditions, from the management point of view. It presents both the latest theoretical and methodological foundations for pricing decisions and for coordinating price and quality, and also price formation procedures that can be applied in practice. Separate sections are devoted to the capital goods sector, the retail trade and the services sector.

Autoren/Hrsg.

Diller, Hermann

Müller, Steffen

Ivens, Björn

Beinert, Markus

Köhler, Richard

Weitere Mitwirkende

Köhler, Richard

Diller, Hermann

Über Autor(innen)

Emeritus Prof. Hermann Diller taught marketing at the University of Erlangen&Nuremberg. Prof. Markus Beinert teaches marketing for capital goods at the Weihenstephan-Triesdorf University of Applied Sciences. Prof. Björn Ivens holds the Chair of Sales and Marketing at the University of Bamberg. Prof. Steffen Müller heads the Behavioural Management Department at the ZHAW School of Management and Law in Winterthur.