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Pricing Strategy

In: Contemporary Marketing Strategy

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  • Rajagopal

    (Tecnologico de Monterrey)

Abstract

This chapter examines contemporary trends in development and implementation of the pricing strategies. Pricing structure, pricing taxonomy, product lifecycle based pricing strategies, and pricing and profitability are the core topics addressed in this chapter. The discussions on the pricing taxonomy include value and skimming strategy, paywall pricing strategy, and dual standards in pricing. The section on pricing and profitability discusses developing pricing strategies in the context of standard and incremental mark-ups using the price waterfall model. This chapter aims at developing knowledge and skills on various pricing strategies with regards to sustain the market competition, enhance market share, and profitability of the company.

Suggested Citation

  • Rajagopal, 2019. "Pricing Strategy," Springer Books, in: Contemporary Marketing Strategy, chapter 0, pages 189-214, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-11911-9_7
    DOI: 10.1007/978-3-030-11911-9_7
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