Pricing is a crucial element of the marketing mix. Three of the 4 Ps in the marketing mix-Product, Place and Promotion-involve costs. The fourth P-Price-is related to revenue. When judiciously executed, pricing optimizes the profitability of the firm. Pricing in many product categories, especially services, is flexible by default. This book throws light on important aspects, such as consumer-led pricing, implications on revenue management, opportunities and risks, information systems, benefits & applications in retail, online (B2B and B2C), airlines, hotels and insurance.
ABOUT THE AUTHOR K. Suresh
K Suresh (b. 1967) is a mechanical engineer and an MBA from Osmania University. He has eleven years of work experience in industrial marketing, business journalism and as faculty in a business school at Hyderabad. During his stint in business journalism, he covered launch, distribution, promotion and other marketing issues of several products across different categories. His areas of interest are advertising, marketing strategy and rural marketing. He has been a regular contributor to ICFAI magazines on marketing and advertising. At present, he is working as a faculty member at ICFAI Books, an affiliate of the ICFAI University. He has edited several books published by the ICFAI University Press.
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