Estimation of Willingness-to-Pay Theory, Measurement, Application /

To determine the willingness-to-pay (WTP) for products and/or services from a customer perspective is crucial for modern approaches to pricing. With the Price Estimation scene (PE scene) Christoph Breidert introduces a new method to estimate WTP. It works as an additional interview scene appended to...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Breidert, Christoph (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Wiesbaden : Deutscher Universitätsverlag : Imprint: Deutscher Universitätsverlag, 2006.
Edición:1st ed. 2006.
Temas:
Marketing.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • Pricing in the Marketing Mix
  • Willingness-to-Pay (WTP) in Marketing
  • Measuring Willingness-to-Pay
  • Conjoint Analysis
  • Conjoint Analysis in Pricing Studies
  • Price Estimation Scene (PE Scene)
  • Empirical Investigation: Nokia study
  • Summary and Main Findings.

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