دسته : همه

عنوان انگلیسی مقاله:

Online Pricing Strategies: Implications for Luxury Consumers

ترجمه عنوان مقاله: استراتژی های قیمت گذاری آنلاین: تاثیرات بر روی مصرف کنندگان (کالای) لوکس

رشته: مدیریت

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 24 صفحه

منبع: tandfonline.com

نوع فایل: pdf

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چکیده مقاله

Absract  Online Pricing Strategies: Implications for Luxury Consumers

or most products, price is the marketing variable customers react to more than any other. While this may be less so for luxury products, marketers of luxury brands still have to set a price. Most managers emphasize costs and competition when setting price. However, the third component of price, customer value or what a customer is willing to pay, is considered less often and is, in fact, much more important than costs and competition for luxury goods. Today, in this era of digital marketing, marketers have a greater ability to understand customer value and set a price accordingly. In this paper, new approaches to digital pricing that incorporate customer value are described and shown how they impact luxury good pricing.

KEYWORDS: pricing, customer value, digital marketing

مقدمه مقاله

Introduction Absract Impact of Organizational Resistance to Change on BPR Implementation

An organization is made up of some behaviors. These include individual behavior and their performance, the nature and working of groups, the social structures and the organizational design, the attitudes and processes in adopting the changing conditions (Chaneta 2010). Organizations go for redesigning their work processes in order to cope up with the dynamic business environment. It is a big challenge for the organization to manage the resistance arising from within the organization so that the new process can be best implemented (Ferold and Herald 2004).

ترجمه مقاله استراتژی های قیمت گذاری آنلاین: تاثیرات بر روی مصرف کنندگان (کالای) لوکس

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