Price management is a direct driver of companies´ economic performance. Many managers see it as the most important among marketing instruments. Price management comprises a variety of individual tools and levers that need to be used in a coordinated manner. The course defines the scope and challenge of price management, discusses customers´ price behaviours (price search, price evaluation, reactions to prices etc.), discusses what managerial activities are required in an active price management approach, and focuses upon various strategic issues related to pricing.
Reference book that participants may find useful to consult:
Monroe K.B. (2003, 3rd ed.) Pricing. Making Profitable Pricing Decisions. Boston: McGraw-Hill (IsBN 0-07-252881-8)