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Value First Then Price : Quantifying Value in Business to Business Markets from the Perspective of Both Buyers and Sellers. 購入者及び販売者双方の視点からのB2B市場における価値の量化
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| 著者・編者 | Hinterhuber, Andreas / Snelgrove, T. C. (eds.), |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2017 |
| ページ数 | 256 pp. |
| 言語 | ENG |
| ニュース番号 | ＜633-796 633-P1830＞ |
解説
Winner of the Overall Case Award 2014
The Case Centre best selling case 2013 - 2017
Value-based pricing-pricing a product according to its value to the customer rather than its cost-is the most effective and profitable pricing strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify their price points through documenting the value of a product, emphasising its superiority against competitors and therefore justifying the premium price.
Value First then Price is an innovative collection which proposes a quantitative methodology to value pricing, and road-tests this methodology through a wide variety of real-life industrial cases. It provides a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, this book provides researchers with a method by which to draw invaluable data-driven conclusions, and sales and marketing managers the theories and best practices they need to quantify the value of their products to demanding, hard-nosed industrial purchasers.
With contributions from global industry experts this book provides cutting edge research on value quantification and value quantification capabilities with real-life, practical examples. It will be essential reading for sales and pricing specialists as well as business strategists, in both research and practice.