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Preispsychologie: In Vier Schritten Zur Optimierten Preisgestaltung

Preispsychologie: In Vier Schritten Zur Optimierten Preisgestaltung

          
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About the Book

Markus Husemann-Kopetzky zeigt, dass Unternehmen durch eine gezielte Preisdarstellung die Preiswahrnehmung von Kunden und dadurch mittelbar ihr Verhalten beeinflussen können. Dabei stellt er dar, wie die Preispsychologie zur Preisgestaltung systematisch genutzt werden kann, und entwickelt ein Strukturierungsschema - das 4-P-Modell der Preispsychologie - zur Sortierung der einzelnen preispsychologischen Erkenntnisse sowie zur Auswahl einer psychologisch optimierten Preisgestaltung. Der Autor vermittelt dem Leser einen breiten und fundierten Eindruck zur Preispsychologie und zeigt dabei Möglichkeiten zur weiteren Vertiefung auf. Diese zweite überarbeitete Auflage wurde um neue Studien aus dem noch sehr dynamischen Forschungsgebiet der Preispsychologie aktualisiert.

Der Autor:

Dr. Markus Husemann-Kopetzky ist externer Habilitand bei Prof. Dr. Andreas Eggert am Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing, an der Universität Paderborn und als Senior Manager Pricing and Business Analytics bei einem großen Internet-Versandhandel tätig.


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Product Details
  • ISBN-13: 9783658296650
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: Essentials
  • Sub Title: In Vier Schritten Zur Optimierten Preisgestaltung
  • Width: 148 mm
  • ISBN-10: 3658296658
  • Publisher Date: 01 Apr 2020
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 4 mm
  • Weight: 95 gr


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