Pricing - The New Frontier

PRICING - The New Frontier by Gábor REKETTYE and Jonathan LIU underlines the importance of pricing and price management is growing all over the world, primarily due to the turbulent economic situation, accelerating technological development, the saturation of markets and the globalization of competition. All these trends affect the achievement of company objectives, place prices, pricing and price management in a context that differs greatly from what has been known before. "At a time when almost continuous change is disrupting nearly all industries and the internet is putting ever more power in the hands of the customer, a book that treats pricing with substance and foresight is a welcome addition to the market." said John R. Schermerhorn, Jr., O'Bleness Professor Emeritus, Ohio University, United States. “Pricing of goods and services is a critical decision that creates immediate competitive advantage. This book explains the principles of pricing clearly and concisely. It seamlessly knits concept and practice. It is a useful text book but also useful to practicing managers charged with challenging task of pricing goods and services. I strongly recommend the book to practitioners and students” said Abby Ghobadian FBAM, FAcSS, CCMI, Professor of Management, Henley Business School, United Kingdom.