Price Management Strategy, Analysis, Decision, Implementation
In this book, the world’s foremost experts on pricing integrate theoretical rigor and practical application to present a comprehensive resource that covers all areas of the field. This volume brings together quantitative and qualitative approaches and hig
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Price Management Strategy, Analysis, Decision, Implementation
Price Management
Hermann Simon • Martin Fassnacht
Price Management Strategy, Analysis, Decision, Implementation
Hermann Simon Simon-Kucher & Partners Strategy and Marketing Consultants Bonn, Germany
Martin Fassnacht WHU – Otto Beisheim School of Management Chair of Marketing and Commerce Düsseldorf, Germany
ISBN 978-3-319-99455-0 ISBN 978-3-319-99456-7 https://doi.org/10.1007/978-3-319-99456-7
(eBook)
Library of Congress Control Number: 2018959416 # Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Testimonials
“This book is truly state of the art and the most comprehensive work in price management.” —Prof. Philip Kotler Kellogg School of Management, Northwestern University “This very important book builds an outstanding bridge between science and practice.” —Kasper Rorsted CEO, Adidas “This book provides practical guidelines on value creation, communication and management, which is an imperative for businesses to survive in the coming era of uncertainty.” —Dr. Chang-Gyu Hwang Chairman and CEO, KT Corporation (Korea Telecom)
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Preface
The title Price Management expresses our ambition to produce a book which is both grounded in theory and relevant in practice. The author team—an academic (Fassnacht) and a practitioner (Simon)—guarantees the desired integration of theory and practice.
State of the Art This book is state of the art yet also looks into the future. Digitalization is penetrating all phases of the pricing process, from strategy and analysis to decision-making and implementation. The Internet and other new technologies (sensors, measurement, etc.) have led to a wealth of pric
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