Dissertation: Optimal Pricing Strategies

Optimal Pricing Strategies

How Nonlinear Programming Enables Optimal Pricing in Digital Environment

- in englischer Sprache -

McKinsey Marketing & Sales Award 2008

MERKUR – Schriften zum Innovativen Marketing-Management, Band 43

Hamburg , 154 Seiten

ISBN 978-3-8300-4934-0 (Print)
ISBN 978-3-339-04934-6 (eBook)

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?

McKinsey Marketing & Sales Award 2008

Der McKinsey Marketing & Sales Award (seit 2009: EMAC McKinsey Marketing Dissertation Award) dient der Förderung herausragender Arbeiten des wissenschaftlichen Nachwuchses im Bereich Marketing.

Ihr Werk im Verlag Dr. Kovač

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