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Capturing Customer Value: Pricing and Selling

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0009
Subject:
Business and Management, Marketing

This chapter examines the task of assessing the value of the offer and looks at how to capture this value. Price setting is one of the most complicated of all the marketing activities. In practice, ... More


Foreseeing Bumps and Potholes along the Diffusion Road

Elie ofek, Eitan Muller, and Barak Libai

in Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

Published in print:
2016
Published Online:
May 2017
ISBN:
9780226618296
eISBN:
9780226394145
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226394145.003.0005
Subject:
Economics and Finance, Financial Economics

This chapter explores the diffusion saddle phenomenon, whereby an innovation’s unit sales exhibit an early peak followed by a decline and a subsequent second sales peak. The average duration of the ... More


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