Pricing Strategies : Harvesting Product Value (Paperback, 2 Revised edition)

1. Pricing as an Element of the Marketing Mix

PART I. SETTING OF INITIAL PRICES
2. Starting Points for Setting an Initial Price
3. Assessing Value to the Customer
4. Basic Pricing Strategies and Breakeven Analysis

PART II. MODIFICATION OF EXISTING PRICES
5. The Generalized Breakeven Formula and Its Use
6. Predicting Price-Change Response: Economic and Competitive Factors
7. Predicting Price-Change Response: Knowledge-Related Factors
8. Predicting Price-Change Response: Feeling-Related Factors
9. Empirical Measurement of Price-Change Response

PART III. DEVELOPING A PRICE STRUCTURE
10. Fences for Price Segmentation
11. Time as a Price-Segmentation Fence
12. Place as a Price-Segmentation Fence
13. Pricing to the Less-Informed Segment
14. Pricing of Interrelated Products

PART IV. FLEXIBLE PRICING
15. Auctions and Competitive Bidding
16. Negotiation and Participatory Pricing
17. Systematizing Pricing Decisions

CONCLUSIONS
18. Societal Implications of Pricing