SMART PRICING: HOW GOOGLE, PRICELINE, AND LEADING BUSINESSES USE PRICING INNOVATION FOR PROFITABILITY

Book ID/图书代码： 10580010B34764

English Summary/英文概要： Use the latest knowledge in consumer psychology and economics to establish pricing that consistently maximizes value .

° Revolutionary pricing techniques that go beyond the simplistic models that leave both money and opportunity on the table.

° Powerful insights into everything from subscription-based pricing to "snob premiums" and the true value of "free."

° Draws on state-of-the-art research and consulting by two of the world’s leading pricing experts, The Wharton School’s Jagmohan Raju and John Zhang.

Summary
In Smart Pricing , Wharton professors and renowned pricing experts Jagmohan Raju and John Zhang offer a powerful alternative to traditional pricing models. authors focusing on a new set of influencers in pricing strategy: consumer psychology, economics, and marketing. To do so, they draw on their own breakthrough pricing research, as well as their most recent work helping enterprises rethink their approaches to pricing. Raju and Zhang make pricing more tangible and concrete by revealing innovative strategies that are helping companies create and capture more value and more new customers. Readers will discover restaurants where customers set the price... how Google and other high-tech companies have used pricing to remake whole industries... how executives in China have made an art of initiating and fighting price wars, in spite of the conventional Western wisdom that price wars are risky. Replete with examples from contemporary business, this book heralds a revolution in how companies establish pricing and measure its effectiveness.

Chinese Summary/中文概要： 看全球標竿企業如 Google 如何透過聰明訂價，提升毛利

美國排名前三大商學院─華頓商學院教授，全球首屈ㄧ指訂價專家 Jagmohan Raju / John Z. Zhang 力作

來自華頓商學院的兩位訂價專家，結合其在訂價理論上的研究突破與和產業界的最新合作經驗，創建一套全新訂價模型，協助企業在創造更多價值之餘，並能吸引更多新顧客青睞其產品。
在本書中，作者將討論
‧ GOOGLE和其他高科技企業如何運用訂價，改造整個產業
‧ 中國的銷售主管如何進行價格戰，即便就以西方觀點來說，打價格戰代表高風險
‧ 讓消費者「自由訂價」
本書援引多項現代企業個案，結合消費心理學、經濟學與行銷學等領域知識，對企業如何訂價與如何評估訂價成效，提供一套結合產學面向的新方法。
無論您是行銷主管、產品主管、企業策略專家、企業領導人或是多少需對產品或服務訂價負責的產品經理，本書將是幫助你們聰明訂價的最佳指南！(KC)

Awards/获奖情况：

About the Author/作者介绍： Jagmohan Raju 在華頓商學院行銷系任教，並擔任該系系主任。他的研究領域包含新產品訂價、零售優惠券、業務團隊獎賞與物流挑戰。向他尋求諮詢的客層涵蓋廣泛，包含惠氏、美敦力醫療產品、華納家庭影帶等皆是他的客戶。
Z. John Zhang 華頓商學院行銷系教授，專研領域包含訂價、目標訂價策略、零售管理與競爭策略。

Format:电子手稿

Rights Status/版权销售情况：Simplified Chinese/简体中文：NOT AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

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