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Principles of Pricing

Author

Listed:
  • Vohra,Rakesh V.
  • Krishnamurthi,Lakshman

Abstract

Pricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an introduction to the basic principles for thinking clearly about pricing. Unlike other marketing books on pricing, the authors use a more analytic approach and relate ideas to the basic principles of microeconomics. Rakesh Vohra and Lakshman Krishnamurthi also cover three areas in greater depth and provide more insight than may be gleaned from existing books: 1) the use of auctions, 2) price discrimination and 3) pricing in a competitive environment.

Suggested Citation

  • Vohra,Rakesh V. & Krishnamurthi,Lakshman, 2012. "Principles of Pricing," Cambridge Books, Cambridge University Press, number 9781107010659.
    • Handle: RePEc:cup:cbooks:9781107010659
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    Cited by:

    1. Izhak, Olena, 2019. "Extra costs of integrity: Pharmacy markups and generic substitution in Finland," DICE Discussion Papers 307, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    2. Alexandru CONSTÃNGIOARÃ & Gyula-Laszlo FLORIAN, 2019. "Pricing Optimization Using R," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(1), pages 142-149, November.
    3. Diwakar Gupta & Mili Mehrotra, 2015. "Bundled Payments For Healthcare Services: Proposer Selection and Information Sharing," Operations Research, INFORMS, vol. 63(4), pages 772-788, August.

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