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7. Pricing Strategy

  • 2019
  • OriginalPaper
  • Chapter
Published in:
Author
Rajagopal
Published in
Contemporary Marketing Strategy
Publisher
Springer International Publishing

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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.

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previous chapter Product and Brand Strategy
next chapter Distribution and Promotion Strategy
Title
Pricing Strategy
Author
Rajagopal
Copyright Year
2019
Publisher
Springer International Publishing
Book
Contemporary Marketing Strategy

Print ISBN: 978-3-030-11910-2

Electronic ISBN: 978-3-030-11911-9

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-11911-9_7
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