内容简介
Pricingdrivesthreeofthemostimportantelementsoffirmsuccess:revenueandprofits,customerbehaviorandfirmimage.Thisbookprovidesanintroductiontothebasicprinciplesforthinkingclearlyaboutpricing.Unlikeothermarketingbooksonpricing,theauthorsuseamoreanalyticapproachandrelateideastothebasicprinciplesofmicroeconomics.RakeshVohraandLakshmanKrishnamurthialsocoverthreeareasingreaterdepthandprovidemoreinsightthanmaybegleanedfromexistingbooks:1)theuseofauctions,2)pricediscriminationand3)pricinginacompetitiveenvironment.
作者简介
RakeshV.VohraistheJohnL.andHelenKelloggProfessorofManagerialEconomicsandDecisionSciencesattheKelloggSchoolofManagement,NorthwesternUniversity,whereheisalsoDirectoroftheCenterforMathematicalStudiesinEconomicsandManagementScience.HepreviouslytaughtattheFisherSchoolofBusiness,OhioStateUniversity,MIT'sSloanSchoolofManagement,theWhartonSchool,UniversityofPennsylvaniaandistheauthorofAdvancedMathematicalEconomics(2005)andMechanismDesign:ALinearProgrammingApproach(EconometricSocietyMonographs,CambridgeUniversityPress,2011).ProfessorVohrareceivedhisdoctorateinmathematicsfromtheUniversityofMaryland.LakshmanKrishnamurthiistheMontgomeryWardDistinguishedProfessorofMarketingattheKelloggSchoolofManagement,NorthwesternUniversity,wherehehastaughtsince1980.Hechairedthemarketingdepartmentfrom1993to2004andhasservedasAcademicDirectorofthePricingStrategiesandTacticsprogramsince1995.ProfessorKrishnamurthiistherecipientofthePaulGreenandDonaldLehmannawardsfromtheJournalofMarketingResearch,theJohnD.C.LittleawardfromMarketingScienceandnumerousteachingawardsatKellogg.HeearnedhisdoctorateinmarketingfromStanfordUniversity.
