Open AccessThe Strategic Value of Price Communication
Author(s) -
Andreas Krämer
Publication year - 2020
Publication title -
archives of business research
Language(s) - English
Resource type - Journals
ISSN - 2054-7404
DOI - 10.14738/abr.85.8216
Subject(s) - price setting , context (archaeology) , value (mathematics) , strategic communication , reference price , economics , microeconomics , limit price , business , marketing , industrial organization , price level , monetary economics , computer science , management , paleontology , machine learning , biology
Price communication is increasingly relevant in practice but is not sufficiently appreciated in research. Changed framework conditions, e.g. due to new price models in the context of digitalization or changed consumer behaviour, mean on the one hand that price communication has become more complex and on the other hand that new challenges on price communication have arisen. Overall, price communication should not be viewed as an isolated but as a pivotal part of overall pricing strategy.