Archive for March 5th, 2012

Pricing Strategies.A marketing approach. Robert M. Schindler.

The Ecole Supérieure de Commerce of Paris (now...

Pricing Strategies.A marketing approach. Robert M. Schindler. 2012. ISBN 9781412964746.  Written as a business school textbook, this is a very useful reference book for all. The dive is deep but the author takes good care of you as he guides you through quite a comprehensive look at all aspects of pricing. I was taken with his simple description that in a negotiated price situation, value is determined by how well your product satisfies all your customers needs.  A salesman is best situated to assess, extract  and match those needs to the product offering such that the overall value provided exceeds the price asked.  You will appreciate Schindler’ s framework for differentiation of customer needs. They range from objective ,aesthetic/hedonic, social, reliability, and product convenience needs.  The book makes good use of current case studies where he names names and describes the results