Chapter 6. Setting Prices and Implementing Revenue Management
Learning Objectives
By the end of this chapter, the reader should be able to:
LO 1 Recognize that effective pricing is central to the financial success of service firms.
LO 2 Outline the foundations of a pricing strategy as represented by the pricing tripod.
LO 3 Define different types of financial costs and explain the limitations of cost-based pricing.
LO 4 Understand the concept ...
Get Essentials of Services Marketing, Second Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
