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Mehrwert durch nutzenbasierte Preissetzung bei Konsumgütern

Author

Listed:
  • Scharwenka, Nina
  • Mattes, Martin
  • Kröll, Markus
  • Giese, Moritz

Abstract

Häufig führen Ineffizienzen bei der Preisbildung dazu, dass der für die Verfolgung der Unternehmensziele optimale Preis nicht gefunden wird. Die Autoren beschreiben das Vorgehen nutzenorientierter Preissetzung entlang der Prozesskette zur Bildung des optimalen Preises. Mit Beispielen aus eigener Projekterfahrung in der Modeindustrie werden die angewandten Methoden illustriert.

Suggested Citation

  • Scharwenka, Nina & Mattes, Martin & Kröll, Markus & Giese, Moritz, 2018. "Mehrwert durch nutzenbasierte Preissetzung bei Konsumgütern," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(5), pages 46-53.
    • Handle: RePEc:zbw:hsgmrs:276001
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    References listed on IDEAS

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    1. Vithala R. Rao, 2014. "Applied Conjoint Analysis," Springer Books, Springer, edition 127, number 978-3-540-87753-0, September.
    2. Olivier Toubia & Martijn G. de Jong & Daniel Stieger & Johann Füller, 2012. "Measuring Consumer Preferences Using Conjoint Poker," Marketing Science, INFORMS, vol. 31(1), pages 138-156, January.
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