Price management is a direct driver of corporate success. Many managers see it as the central marketing instrument. Price management involves a variety of different approaches and perspectives from economics, management or behavioural science. The course covers pricing strategies and positioning, price setting, variation and competition, demand functions and empirical determination of demand, as well as price differentiation and non-linear pricing. The course is supplemented by exercises.

Mandatory: Simon, H., & Fassnacht, M. (2016). Preismanagement: Strategie-Analyse-Entscheidung-Umsetzung. Springer-Verlag.  Available at the Studi-Laden.

Optional:  Rao, V. R. (Ed.). (2009). Handbook of pricing research in marketing. Edward Elgar Publishing.
                Monroe, K.B. (2003). Pricing: Making Profitable Decisions (3rd Edition). New York: McGraw-Hill.