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2019 | OriginalPaper | Buchkapitel

7. Pricing Strategy

verfasst von : Rajagopal

Erschienen in: Contemporary Marketing Strategy

Verlag: Springer International Publishing

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Abstract

This chapter examines contemporary trends in development and implementation of the pricing strategies. Pricing structure, pricing taxonomy, product lifecycle based pricing strategies, and pricing and profitability are the core topics addressed in this chapter. The discussions on the pricing taxonomy include value and skimming strategy, paywall pricing strategy, and dual standards in pricing. The section on pricing and profitability discusses developing pricing strategies in the context of standard and incremental mark-ups using the price waterfall model. This chapter aims at developing knowledge and skills on various pricing strategies with regards to sustain the market competition, enhance market share, and profitability of the company.

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Vorheriges Kapitel Product and Brand Strategy

Nächstes Kapitel Distribution and Promotion Strategy

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Titel: Pricing Strategy
verfasst von: Rajagopal
Verlag: Springer International Publishing
Buch: Contemporary Marketing Strategy
Print ISBN: 978-3-030-11910-2

Electronic ISBN: 978-3-030-11911-9

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-11911-9_7