000			01662nam a22002177a 4500
005			20240627173708.0
008			191219b ||||| |||| 00| 0 eng d
020			_a9781107010659
082			_a658.816 _bVOH
100			_aVohra, Rakesh V. _91545
245			_aPrinciples of pricing: an analytical approach
260			_bCambridge University Press _c2012 _aNew York
300			_ax, 250 p.
365			_aUSD _b62.99
504			_aTable of Contents 1. Introduction 2. Buyer behavior 3. Estimating price response 4. Uniform posted price 5. Auctions 6. Price discrimination 7. Pricing and competition 8. Bringing it all together 9. Appendix on game theory.
520			_aPricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an introduction to the basic principles for thinking clearly about pricing. Unlike other marketing books on pricing, the authors use a more analytic approach and relate ideas to the basic principles of microeconomics. Rakesh Vohra and Lakshman Krishnamurthi also cover three areas in greater depth and provide more insight than may be gleaned from existing books: 1) the use of auctions, 2) price discrimination and 3) pricing in a competitive environment. Analytical and descriptive treatment of pricing, not simply anecdotal Both relevant and rigorous in its approach, based on 20 years of teaching the subject in the MBA/PhD classroom Readable as well as encouraging the reader to work through the logic of the arguments
650			_aPricing
650			_aMarketing
700			_aKrishnamurthi, Lakshman _91484
942			_2ddc _cBK
999			_c543 _d543