Pricing Strategies

This book makes basic pricing concepts more accessible to business students through a simple unified system for the setting and management of prices. Robert M. Schindler demystifies the formulas used in pricing and shows students how they can do the math necessary for making effective price-related decisions. He demonstrates how pricing should be guided by the marketing concept, focusing on the needs and sensitivities of the customer, showing that an understanding of consumer behavior is central to core pricing questions. Chapters end with discussion questions and exercises to help reinforce what students have learned.