Rezension
`This wide ranging book provides many important lessons on effective pricing. It bristles with empirical information, reviewing practices in industries from advertising and airlines to wine and wireless services. It then lays out the analytics underlying effective pricing, examining methodologies such as game theory and behavioral decision, and strategies and techniques, such as auctions, markdowns, and promotions. This book is thoroughly grounded in real world considerations, looking at matters from how to manage an effective pricing organization to how to conduct a global pricing strategy. Learn from this book in all aspects but one. Its price should have been set ten times as high. But then you should still buy it.
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Richard Zeckhauser, Frank P. Ramsey Professor of Political Economy, Kennedy School, Harvard University
Portrait
Özalp Özer has been a faculty member at Columbia University and Stanford University. His areas of specialization include demand and supply chain management, global production and distribution system design, contract and incentive design, capacity and inventory planning, and pricing management. His articles on these topics have appeared in leading academic journals such as Management Science, and Operations Research. National Science Foundation and Fortune 500 companies have supported his research and teaching activities. He is an active consultant to industries such as high technology, automotive. He has developed and commercialized algorithms that optimize market timing, pricing, and inventory replenishment decisions. He has been invited to present his work at conferences and has given lectures at universities such as Harvard Business School and London Business School. He received his Ph.D. and M.S. degrees from Columbia University.
Robert Phillips is also Director of the Center for Pricing and Revenue Management at Columbia University. Dr. Phillips has experience in pricing and revenue management in a wide variety of industries including airlines, hotels, rental cars, automotive, air freight, cruise lines, retail, and financial services. He is the former CEO of Talus Solutions and of Decision Focus Incorporated and the author of the widely used textbook, Pricing and Revenue Optimization. Dr. Phillips has served as a lecturer at Stanford University Business School and has published in many journals. He received his Ph.D. from Stanford University in Engineering Economic Systems.
