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Aktives Preismanagement
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Dieses Buch zeigt, wie es gelingt, aus dem Stiefkind im Marketing, dem Pricing, jenes Marketinginstrument zu entwickeln, das den Gewinn des Unternehmens am nachhaltigsten positiv beeinflusst. Jegliches Marketing schlgt sich letztlich im Preis nieder, weil der Preis die Gegenleistung des Abnehmers fr die anderen drei wertstiftenden Marketinginstrumente ist: das Produkt (funktionaler Wert), die Kommunikation (emotionaler Wert) und die Distribution (Verfgbarkeit). Die Autoren stellen die wichtigsten Rahmenbedingungen und Grundprinzipien eines aktiven Preismanagements vor. Dabei greifen sie jene Aspekte heraus, die sich im Rahmen der Executive Education der Universitt St. Gallen (HSG) als besonders relevant fr die Unternehmenspraxis bewhrt haben.
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