Pricing for Marketers – A Cambridge Marketing Handbook
Pricing is an emotive and complex subject, and is generally perceived as one of the most difficult business issues that a manager will be called on to tackle. This Handbook explores the essential knowledge and important theory on key topics including value, economics, accounting and segmentation. It covers conventional and novel approaches to pricing (competition, cost, value-based and dynamic methods) with contemporary illustrations from B2B, B2C and B2B2C.
About the Author
Harry Macdivitt has nearly 20 years’ experience in general/ marketing management consultancy and training. He has worked in the public sector, academic world, manufacturing and services sectors with major international companies, and has extensive experience of new product identification, sales and marketing and management in high technology medical equipment. He is a Chartered Marketer, member of the Institute of Management Consultants, and a tutor at Cambridge Marketing College’s Edinburgh Study Centre. He is also a Visiting Academic at Strathclyde University Business School, and has written several articles and books on pricing and value topics.