Optimal Bundling: Marketing Strategies for Improving Economic Performance

✍ Scribed by Ralph Fuerderer, Andreas Herrmann, Georg Wuebker (auth.), Dr. Ralph Fuerderer, Prof. Dr. Andreas Herrmann, Dr. Georg Wuebker (eds.)

Publisher: Springer-Verlag Berlin Heidelberg
Year: 1999
Tongue: English
Leaves: 294
Edition: 1
Category: Library

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✦ Synopsis

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.

✦ Table of Contents

Front Matter....Pages I-VIII
Front Matter....Pages 1-1
Introduction to Price Bundling....Pages 3-5
Bundling — A Powerful Method to Better Exploit Profit Potential....Pages 7-28
Front Matter....Pages 29-29
Optimal Price Bundling — Theory and Methods....Pages 31-59
Stochastic Option Bundling and Bundle Pricing....Pages 61-86
Bundling and Pricing of Modular Machine Tools Under Demand Uncertainty....Pages 87-117
Market-Oriented Complexity Management Using the Micromarket Management Concept....Pages 119-131
Management Accounting and Product Variety....Pages 133-155
A Conjoint Analysis-Based Procedure to Measure Reservation Price and to Optimally Price Product Bundles....Pages 157-174
Front Matter....Pages 175-175
Consumers Prior Purchase Intentions and their Evaluation of Savings on Product Bundles....Pages 177-194
Buyers’ Evaluations of Mixed Bundling Strategies in Price-Promoted Markets....Pages 195-208
How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment....Pages 209-235
Evaluating Multidimensional Prices in the Bundling Context....Pages 237-251
Product and Service Bundling Decisions and their Effects on Purchase Intention....Pages 253-267
Utility-Oriented Design of Service Bundles in the Hotel Industry, Based on the Conjoint Measurement Method....Pages 269-295
Back Matter....Pages 297-299

✦ Subjects

Marketing

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