Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business, and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.

This Advanced Introduction explores strategies of pricing products (goods and services) that can be employed by a firm. The analytical techniques and data necessary for implementing the pricing strategies are described in an easy-to-understand manner, along with examples. Pricing strategies covered include cost-plus, reference value pricing, product line pricing, pricing product bundles, pricing over time, pricing under competition, and subscription pricing.

Key Features:

Analytics for implementing price strategies and practice of auctions and gist of several novel pricing strategies such as pay-what-you wish pricing, freemium pricing, and neuro pricing
Exploration of the concept of willingness to pay
Review of important behavioral aspects useful in designing and implementing pricing strategies

Business students, both undergraduate and MBA, professional pricing executives and marketing managers alike will appreciate the depth of knowledge provided in this Advanced Introduction to Pricing Strategy and Analytics.

About the Author

Vithala R. Rao, Deane W. Malott Professor of Management (Emeritus) and formerly Professor of Marketing and Quantitative Methods, Johnson Graduate School of Management, Johnson College of Business, Cornell University, US

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