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by Erik Haugom (Author)
About the Author
Erik Haugom is Professor in Business Administration at Inland Norway University of Applied Sciences, Norway.
About this Book
This book provides a broad introduction to the field of pricing as a tactical function in the daily operations of the firm and a toolbox for implementing and solving a wide range of pricing problems.
Beyond the theoretical perspectives offered by most textbooks in the field, Essentials of Pricing Analytics supplements the concepts and models covered by demonstrating practical implementations using the highly accessible Excel software, analytical tools, real-life examples and global case studies. The book covers topics on fundamental pricing theory, break-even analysis, price sensitivity, empirical estimations of price–response functions, price optimisation, markdown optimisation, hedonic pricing, revenue management, the use of big data, simulation, and conjoint analysis in pricing decisions, and ethical and legal considerations.
This is a uniquely accessible and practical text for advanced undergraduate, MBA and postgraduate students of pricing strategy, entrepreneurship and small business management, marketing strategy, sales and operations. It is also important reading for practitioners looking for accessible methods to implement pricing strategy and maximise profits.
Online resources for instructors include Excel templates and PowerPoint slides for each chapter.
Brie Contents
1 Introduction 1
2 Fundamentals of price theory 12
3 Segmentation and price differentiation 36
4 Break- even analysis 49
5 Price sensitivity and willingness to pay 64
6 Empirical estimations of price– response functions 82
7 Price optimization 105
8 Case study: Optimal prices of movie theater tickets 128
9 Markdown optimization 154
10 The hedonic pricing model 169
11 Revenue management 178
12 Big Data and pricing analytics 188
13 Monte Carlo simulation for pricing decisions 218
14 Conjoint analysis for pricing decisions 245
15 Acceptance, ethics, and the law 264
Bibliography 274
Index 277
Publisher : Routledge; 1st edition (November 30, 2020)
Language : English
Pages : 290
ISBN-10 : 0367363232
ISBN-13 : 978-0367363239
Routledge__Essentials of Pricing Analytics_Tools and Implementation with Excel..pdf
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