The task of pricing a specific product or service is significant in maximizing the profits of business organizations. Therefore, the management of ideal pricing strategy is needed in order for organizations to balance the demand of sales growth versus demand for profits.

Marketing Decision Making and the Management of Pricing: Successful Business Tools provides the latest research studies, market analysis, and best practices utilized in emerging markets to gain competitive advantage and market leadership. This reference source is useful for corporate managers, undergraduate and graduate students, and research scholars intending to increase their knowledge on pricing strategy and profit management. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Business Management
Financial Analysis
Marketing Decision Making
Pricing Policy
Strategic Pricing
Value Creation

Reviews & Statements

Rajagopal (marketing, Monterrey Institute of Technology) identifies the best practices of multinational companies for strategic and tactical pricing, and builds pricing models that incorporate product portfolio management, attributes mapping, marketing functions, quality services, and technology. New products from customer-centric companies are priced according to consumer perceptions of their needs and expected products. An implementation of the pricing strategy demonstrates how marketing firms change price policy during market uncertainty and find a new set of organizational practices that will become the basis for managing the next period of competitive growth. Price value chain analysis calculates the choices that consumers may exercise to optimize their satisfaction and ultimate value.

Pricing is a complicated beast in the business world. Managers must have a comprehensive overview of the strategic implications of selecting the right price for products and services. Consumers tend toward a disparate baseline view of profitability; price may largely represent value and quality of their purchases. Rajagopal (an academic based in Mexico) dives headlong into these converging views of market effects and customer value to portray key elements of strategic and tactical pricing. He integrates an extensive stream of pricing literature on basic and advanced concepts,including pricing metrics and the process dynamics of pricing decisions. [...] Overall this is a useful resource on current best practices, relevant research, and competitive analyses for price decision making in mature and emerging markets. Although it is somewhat weighty for an entry-level reader, business students and academics will find it a solid foundation of pricing knowledge. In addition, practitioners will find this volume useful for making long-term decisions with respect to pricing in emerging markets. Summing Up: Recommended. Upper-division undergraduate students through practitioners. - S. M. Mohammed, SUNY Fredonia

– CHOICE Magazine, Vol. 51, No. 3

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Editor/Author Biographies

Dr. Rajagopal is Professor of Marketing at EGADE Business School, Tecnologico de Monterrey (ITESM), Mexico City Campus and Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Fellow of the Chartered Management Institute, and Fellow of Institute of Operations Management, United Kingdom. He has been listed with biography in various international directories including Who’s Who in the World since 2008, and 2000 Outstanding Intellectual of the 21st Century published in 2009 by International Biographical Center, Cambridge UK. He offers courses on Competitor Analysis, Marketing Strategy, Advance Selling Systems, International Marketing, Services Marketing, New Product Development, and other subjects of contemporary interest to the students of undergraduate, graduate, and doctoral programs. Dr. Rajagopal holds Post-graduate and doctoral degrees in Economics and Marketing respectively from Ravishankar University in India. His specialization is in the fields of Marketing Management, Rural Economic Linkages and Development Economics. He has to his credit 38 books on marketing management and rural development themes and over 400 research contributions that include published research papers in national and international refereed journals. He is Editor-in-Chief of International Journal of Leisure and Tourism Marketing, International Journal of Business Competition and Growth, International Journal of Built Environment and Asset Management, and Regional Editor of Emerald Emerging Markets Case Studies. He is also member of editorial board of various journals of international repute. Dr. Rajagopal is a management educator, trainer and researchers of international repute. He has been a prestigious member of the National System of Investigators in Mexico since 2004 and has been conferred the highest recognition of National Researcher- SNI Level-3 by the National Council of Science and Technology, Government of Mexico in September 2012.

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