Tanja Stepanchuk - Optimal Pricing Strategies
How Nonlinear Programming Enables Optimal Pricing in Digital Environment
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Über das Buch
- in englischer Sprache -
Auszeichnung
Ausgezeichnet mit dem McKinsey Marketing & Sales Award 2008
Zum Inhalt
The determination of optimal pricing strategies in the ever-changing digital environment becomes more essential and more challenging with increasing popularity of the Internet and its ability to monitor consumers‘ preferences by tracking their click, purchase and finally their usage behavior. This book examines various novel pricing strategies for advertisers in Search Engine Marketing (SEM) as well as for companies who sell digital goods, frequently offering a menu of optional tariffs and provides both academic and managerial insights into i) how advertisers should optimally price their SEM ads and their SEM agencies that often manage advertisers‘ SEM campaigns and ii) what are the optimal prices of the tariffs for digital goods? [...]
Schlagworte
Online-Marketing, E-Commerce, Suchmaschinenmarketing, Preisfindung, Interaktive Preismechanismen, Preisstrategie, Search Engine Marketing, Sponsored Search, Nonlinear Pricing, Online Advertising, Keyword Auctions, Agency Compensation, Performance-based Compensation, Two-Part-Tariff, Betriebswirtschaftslehre
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FachdisziplinMarketing & Absatz
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SchriftenreiheMERKUR – Schriften zum Innovativen Marketing-Management
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ISSN1438-8286
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Band43