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Thoughts: premium pricing in B2C and B2B

Author

Listed:
  • Andreas Hinterhuber

    (Hinterhuber & Partners)

  • Stephan M. Liozu

    (Case Western Reserve University)

Abstract

This paper focuses on the topic of premium pricing in B2C and B2B environments. It clarifies the differences between luxury and premium pricing and offers relevant examples of both. It also identifies five trends that impact premium pricing strategies and that can serve as avenues for further research. To practicing managers, this paper offers guidance on the critical trends affecting premium pricing in the future.

Suggested Citation

  • Andreas Hinterhuber & Stephan M. Liozu, 2018. "Thoughts: premium pricing in B2C and B2B," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(4), pages 301-305, August.
    • Handle: RePEc:pal:jorapm:v:17:y:2018:i:4:d:10.1057_s41272-018-0138-0
    DOI: 10.1057/s41272-018-0138-0
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    References listed on IDEAS

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    1. Luc Wathieu & Marco Bertini, 2007. "Price as a Stimulus to Think: The Case for Willful Overpricing," Marketing Science, INFORMS, vol. 26(1), pages 118-129, 01-02.
    2. Vincent Bastien & Jean-Noël Kapferer, 2013. "More on Luxury Anti-Laws of Marketing," Springer Books, in: Klaus-Peter Wiedmann & Nadine Hennigs (ed.), Luxury Marketing, edition 127, chapter 2, pages 19-34, Springer.
    3. Hinterhuber, Andreas, 2017. "Value quantification capabilities in industrial markets," Journal of Business Research, Elsevier, vol. 76(C), pages 163-178.
    4. Jean-Noël Kapferer & Vincent Bastien, 2009. "The specificity of luxury management: Turning marketing upside down," Post-Print hal-00493180, HAL.
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    Cited by:

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    2. John V. Colias & Stella Park & Elizabeth Horn, 2021. "Optimizing B2B product offers with machine learning, mixed logit, and nonlinear programming," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 157-172, September.
    3. Wallusch Jacek, 2023. "Pricing and data science: The tale of two accidentally parallel transitions," Economics and Business Review, Sciendo, vol. 9(2), pages 115-132, April.
    4. Dixie Button, 2022. "Price sensitivities of the consumer in a tourist market," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(3), pages 291-298, June.

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