This book provides a broad introduction to the field of pricing as a
tactical function in the daily operations of the firm and a toolbox for
implementing and solving a wide range of pricing problems.
Beyond the theoretical perspectives offered by most textbooks in the
field, Essentials of Pricing Analytics supplements the concepts and
models covered by demonstrating practical implementations using the
highly accessible Excel software, analytical tools, real-life examples
and global case studies. The book covers topics on fundamental pricing
theory, break-even analysis, price sensitivity, empirical estimations of
price-response functions, price optimisation, markdown optimisation,
hedonic pricing, revenue management, the use of big data, simulation,
and conjoint analysis in pricing decisions, and ethical and legal
considerations.
This is a uniquely accessible and practical text for advanced
undergraduate, MBA and postgraduate students of pricing strategy,
entrepreneurship and small business management, marketing strategy,
sales and operations. It is also important reading for practitioners
looking for accessible methods to implement pricing strategy and
maximise profits.
Online resources for instructors include Excel templates and PowerPoint
slides for each chapter.
