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Gestão de Preços: Estratégia de Flexibilização, Fidelização de Clientes e Aumento de Rentabilidade

Gestão de Preços: Estratégia de Flexibilização, Fidelização de Clientes e Aumento de Rentabilidade

          
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About the Book

A motivação desta obra nasceu da constatação de que o assunto Preço não é tratado de forma integral e abrangente nem pelos cursos de Gestão, nem pelos cursos especializados em Marketing. A forma de abordagem do tema tem sido compartimentada entre as várias disciplinas envolvidas, deixando por conta do aluno o inter-relacionamento dos fatores que interferem na formação dos Preços. Sob meu ponto de vista, esse tratamento tem sido insatisfatório pois apenas resvalam nos aspectos conceituais das políticas, e por isso mesmo requer, por parte dos responsáveis pela definição das grades curriculares dos cursos de formação, a reserva, dentro do estudo do Marketing, de pelo menos um semestre ou o equivalente em horas, para a abordagem da inter-relação das disciplinas e a importância de suas variáveis para uma adequada Gestão de Preços. Além disso, já que é reconhecido por todos que os Mercados estão cada vez mais competitivos, não há mais justificativa para que a Gestão de Preços seja tratada apenas como um processo cujo objetivo é "fixar" um Preço que leve em conta todas as rubricas contábeis e a rentabilidade desejada.
É cada vez mais necessário que as organizações se preparem para uma Gestão de Preços que tenha a capacidade de "sugerir" um Preço muito próximo daquilo que o cliente reconheça como sendo justo e que esteja em condições de criar Zonas de Acordo, por reconhecerem que as transação podem depender de negociações envolvendo não só o Pacote de Valor, mas também o Preço, e que não só seu Capital Humano mas também seu Capital de Sistemas devem estar preparados para enfrentar os desafios do Mercado.
O estudo e o desenvolvimento dos instrumentos apresentados por esta obra, é o resultado do esforço em proporcionar ao Marketing, instrumentos com o poder de elevar o grau de liberdade aos Negociadores nos processos de troca com o Mercado. Nesse sentido, esta obra representa apenas um pequeno passo no caminho de capacitar os profissionais de Marketing para a utilização dos instrumentos, o que lhes permitirá efetivamente assumir com maior chance de sucesso a gestão do fator Preço nos processos de Negociação.


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Product Details
  • ISBN-13: 9798387027123
  • Publisher: Amazon Digital Services LLC - Kdp
  • Publisher Imprint: Independently Published
  • Height: 229 mm
  • No of Pages: 284
  • Spine Width: 15 mm
  • Weight: 385 gr
  • ISBN-10: 838702712X
  • Publisher Date: 15 Mar 2023
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Sub Title: Estratégia de Flexibilização, Fidelização de Clientes e Aumento de Rentabilidade
  • Width: 152 mm


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