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Aktives Preismanagement: Grundlagen und Herausforderungen

In: Aktives Preismanagement

Author

Listed:
  • Sven Reinecke

    (Universität St. Gallen)

  • Laura Johanna Noll

    (Universität St. Gallen)

Abstract

Zusammenfassung Aktives Preismanagement ist somit ein zentrales und strategisches Marketinginstrument. Es umfasst das aktive Gestalten, Lenken und Entwickeln von Preisen. Preisänderungen wirken sofort und schlagen sich umgehend in der Nachfrage, im Umsatz und im Gewinn eines Unternehmens nieder. Während die anderen Instrumentalbereiche Wert schaffen (value creation), erfasst der Preis den Wert eines Produktes oder einer Dienstleistung (value capture).

Suggested Citation

  • Sven Reinecke & Laura Johanna Noll, 2023. "Aktives Preismanagement: Grundlagen und Herausforderungen," Springer Books, in: Aktives Preismanagement, chapter 0, pages 1-7, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42288-2_1
    DOI: 10.1007/978-3-658-42288-2_1
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