Optimal Bundling: Marketing Strategies for Improving Economic Performance

ISBN-13: 9783642084591 / Angielski / Miękka / 2010 / 299 str.

Ralph Fuerderer; Andreas Herrmann; Georg Wuebker

Opis

Scientific knowledge and practical advice are combined in this book. Leading scientists present their latest research results in the area of product and price bundling, with respect to optimization as well as to behavioral bundling approaches. In addition the reader will learn how to implement bundling strategies and how to set up a bundling concept. He will find a thorough explanation of the value that bundling has for improving a company's profit and sales.

Spis treści

Introduction: R. Fuerderer, A. Herrmann, G. Wuebker: Introduction to Price Bundling.- H. Simon, G. Wuebker: Bundling - A Powerful Method to Better Exploit Profit Potential.- Optimization Approaches: R. Fuerderer: Optimal Price Bundling - Theory and Methods.- R. Fuerderer, A. Huchzermeier, L. Schrage: Stochastic Option Bundling and Bundle Pricing.- N. Tönshoff, C. H. Fine, A. Huchzermeier: Bundling and Pricing of Modular Machine Tools Under Demand Uncertainty.- J. Ringbeck, C.-S. Neumann, A. Cornet: Market-Oriented Complexity Management Using the Micromarket Management Concept.- V. Lingnau: Management Accounting and Product Variety.- G. Wuebker, V. Mahajan: A Conjoint Analysis-Based Procedure to Measure Reservation Price and to Optimally Price Product Bundles.- Behavioral Aspects: R. Suri, K. B. Monroe: Consumers Prior Purchase Intentions and their Evaluation of Savings on Product Bundles.- G. Wuebker, V. Mahajan, M. S. Yadav: Buyers` Evaluations of Mixed Bundling Strategies in Price-Promoted Markets.- M. S. Yadav: How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment.- A. Herrmann, M. Wricke: Evaluating Multidimensional Prices in the Bundling Context.- A. Herrmann, F. Huber, R. H. Coulter: Product and Service Bundling Decisions and their Effects on Purchase Intention.- H. H. Bauer, F. Huber, R. Adam: Utility-Oriented Design of Service Bundles in the Hotel Industry, Based on the Conjoint Measurement Method.

O autorze

Prof. Dr. Andreas Herrmann ist Direktor der Forschungsstelle für Customer Insights an der Universität St. Gallen.