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Dynamisches Preismanagement im Handel - Handlungsempfehlungen für eine faire Preisgestaltung

Author

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  • Rudolph, Thomas
  • Steiner, Daniel
  • Scheidegger, Gianluca

Abstract

Sinkende Margen und der starke Wettbewerb im Handel haben die Bedeutung der Preispolitik erhöht und dem Ansatz des "Dynamic Pricing" zu grosser Popularität verholfen. Doch ebenso gross sind die Gefahren, mit permanenten Preisanpassungen Konsumenten zu verunsichern und das Gegenteil der erhofften Preis- und Margenverbesserungen zu erreichen. Dieser Artikel beschreibt zentrale Einflussfaktoren auf die wahrgenommene Preisfairness aus Konsumentensicht und unterbreitet konkrete Handlungsempfehlungen für ein erfolgreiches dynamisches Preismanagement.

Suggested Citation

  • Rudolph, Thomas & Steiner, Daniel & Scheidegger, Gianluca, 2021. "Dynamisches Preismanagement im Handel - Handlungsempfehlungen für eine faire Preisgestaltung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(1), pages 62-69.
    • Handle: RePEc:zbw:hsgmrs:276129
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