Principles of pricing: an analytical approach

"Pricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an introduction to the basic principles for thinking clearly about pricing. Unlike other marketing books on pricing, the authors use a more analytic approach and relate ideas to the basic principles of microeconomics. Rakesh Vohra and Lakshman Krishnamurthi also cover three areas in greater depth and provide more insight than may be gleaned from existing books: 1) the use of auctions, 2) price discrimination and 3) pricing in a competitive environment"--

Introduction -- Buyer behavior : The ultimatum ; Rational buyer model ; Warts ; Defense of the rational buyer model ; Price setting -- Estimating price response : Economic value to the customer -- Uniform posted price : Margin versus volume ; Margin and elasticity ; The relevance of costs prices ; Break-even calculations ; The sin of cost-plus pricing ; Credibility ; Selling to one ; Many products ; Negotiation ; Selling through an intermediary ; Adverse selection ; The price waterfall -- Auctions : The benchmark model ; Beyond benchmark -- Price discrimination : The third degree ; The second degree ; Revenue managemet ; Gray markets ; Legal aspects of price discrimination --Pricing and competition : The pricing dilemma ; Repetition ; Capacity ; Differentiation ; Tale o fthe inferior elephant --Bringing it all together -- Appendix on game theory : Representing the game ; Playing the game