Price Elasticity
ISBN:
978-3-631-64705-9
Verlag:
Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Land des Verlags:
Deutschland
Erscheinungsdatum:
28.10.2014
Bearbeiter:
Reihe:
Schriften zu Marketing und Handel
Format:
Hardcover
Seitenanzahl:
185
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Versandkostenfrei ab 40 Euro in Österreich
Price is a fundamental profit driver. It is by far the most sensitive profit lever that managers can influence. Very small price changes translate into enormous changes in profit. Price elasticity indicates how sensitively consumers react to price changes. Not only the knowledge about the magnitude of price elasticity, but also the knowledge about the determinants influencing the price reaction is essential. It is crucial for the development of a successful marketing strategy to understand how price elasticities vary with market and product characteristics. Reflecting the academic and managerial need, the objective of the research is to gain a comprehensive understanding in two main areas, the magnitude of price elasticity and the determinants of price elasticity.
Schlagwörter
Biografische Anmerkung
Evelyn Friedel studied Business Administration at the University of Mannheim (Germany) and at Pepperdine University in Malibu (USA). She concentrated her studies in Marketing, International Management and Business Psychology. After having worked as a strategy and pricing consultant in Germany and the USA, she is currently engaged as a Strategic Pricing Manager in the healthcare industry.
