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Wahrgenommene Preisfairness Bei Personenbezogener Preisdifferenzierung

Wahrgenommene Preisfairness Bei Personenbezogener Preisdifferenzierung


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About the Book

Neben der ökonomischen Analyse spielen auch verhaltenswissenschaftliche Aspekte eine immer größere Rolle im Preismanagement. Im Rahmen dieser Arbeit werden durch die erstmalige Verknüpfung personenbezogener Preisdifferenzierung im Sinne einer preislichen Bevorzugung von Neukunden gegenüber Bestandskunden mit der wahrgenommenen Preisfairness beide Sichtweisen berücksichtigt. Dadurch kann die Frage beantwortet werden, wie sich die preisliche Bevorzugung von Neukunden gegenüber Bestandskunden auf die wahrgenommene Preisfairness von letzteren auswirkt und inwieweit dieser Zusammenhang von moderierenden Variablen beeinflusst wird. Auf Basis einer Konsumentenbefragung in der Telekommunikationsbranche werden zudem Ansatzpunkte für die Implementierung differenzierter Preise zwischen Neukunden und Bestandskunden identifiziert.
About the Author: Der Autor: Jochen Mahadevan studierte Betriebswirtschaftslehre mit den Schwerpunkten Marketing und Strategische Unternehmensführung an der Ludwig-Maximilians-Universität München. Nach einer Tätigkeit im Produktmanagement eines international agierenden Vertriebsunternehmens für kosmetische und technische Produkte war er als Wissenschaftlicher Mitarbeiter an der WHU - Otto Beisheim School of Management tätig. Seine Forschungsschwerpunkte liegen in den Themenbereichen Behavioral Marketing und Behavioral Pricing.


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Product Details
  • ISBN-13: 9783631596234
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
  • Binding: Hardback
  • Height: 210 mm
  • No of Pages: 216
  • Series Title: Schriften Zu Marketing Und Handel
  • Weight: 750 gr
  • ISBN-10: 3631596235
  • Publisher Date: 28 Jan 2010
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Width: 148 mm


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