How to Price: A Guide to Pricing Techniques and Yield Management

By Oz Shy
Cambridge University Press
ISBN-13 978-0-511-39467-6
ISBN-13 978-0-521-88759-5

Introduction

This book focuses on pricing techniques that enable firms to enhance their profits.This book, however, cannot provide a complete recipe for success in marketing a certain product as this type of recipe, if it existed, would depend on a very large number of factors that cannot be analyzed in a single book. However, what this book does offer is a wide variety of pricing methods by which firms can enhance their revenue and profit. Such pricing strategies constitute part of the field called yield management. As explained and discussed in Section 1.3, throughout this book we will be using the term yield management (YM) to mean profit management and profit maximization, as opposed to the more commonly used term revenue management (RM).

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How to Price: A Guide to Pricing Techniques and Yield Management