Pricing: making profitable decisions
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York u. a.
McGraw-Hill
1990
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | McGraw-Hill series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIV, 502 S. graph. Darst. |
| ISBN: | 0070427828 |
Internformat
MARC
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| 245 | 1 | 0 | |a Pricing |b making profitable decisions |c Kent B. Monroe |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a New York u. a. |b McGraw-Hill |c 1990 | |
| 300 | |a XXIV, 502 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a McGraw-Hill series in marketing | |
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Datensatz im Suchindex
| _version_ | 1804122654273175552 |
|---|---|
| adam_text | CONTENTS
PREFACE XXi
SECTION 1 INTRODUCTION 1
1 Effective Contemporary Pricing Practices 3
ROLE OF PRICE 5
DEFINITION OF PRICE 5
IMPORTANCE OF PRICE DECISIONS 8
Faster Technological Progress 8
Proliferation of New Products 8
Increased Demand for Services 9
Increased Foreign Competition 9
The Changing Legal Environment 10
Economic Uncertainty 10
Summary 10
CURRENT PRICING STRATEGIES 11
Cost Based Strategies 11
Selling Strategies 12
CONCEPTUAL ORIENTATION TO PRICING 12
IMPLICATIONS OF CURRENT PRICING DECISIONS 13
Demand Implications 13
Market Versus Product Elasticity 14
Derived Demand for Buyers Output 14
Likelihood of Competitive Entry 14
Demand Consequences of a Product Line 15
Cost Implications 15
Cost Plus Pricing 16
Maximizing Margins 16
Pricing with Scarce Resources 16
vii
Viii CONTENTS
Marketing and Distribution Strategy Implications 17
The Product Life Cycle 17
Sales Force Management 17
PROACTIVE PRICING 17
SUMMARY 18
DISCUSSION QUESTIONS 19
SUGGESTED READINGS 19
SECTION 2 PRICES AND DEMAND 21
2 The Economics of Price Determination 23
PRICE DETERMINATION IN THEORY 23
Profit Maximizing Firm 24
Challenges to the Profit Maximization Objective 26
ECONOMIC THEORY OF BUYER BEHAVIOR 29
Assumptions 29
Solution 30
SOME USEFUL CONCEPTS FROM PRICE THEORY 31
Demand Elasticity 32
Relationships among the Elasticities of Demand 35
Revenue Concepts 36
Price and Marginal Revenue 36
Price Elasticity and Marginal Revenue 37
Consumers Surplus 38
SOME IMPORTANT EXTENSIONS FROM ECONOMIC THEORY 39
/ Economics of Information 39
Price Bundling 41
Other Applications of Economic Analyses 41
SUMMARY 42
DISCUSSION QUESTIONS 42
SUGGESTED READINGS 43
)( 3 Useful Findings from Price Perception Research 44
PERCEPTION THEORY 44
Perception 45
Traditional Model 45
Criticism of the Model 45
MULTIDIMENSIONAL ROLE OF PRICE ON BUYERS
PERCEPTIONS 47
Traditional Psychological Pricing 47
Price Awareness and Price Consciousness 50
CONTENTS ix
The Price Perceived Quality Relationship 52
Summary 54
MAJOR PRICING ERRORS 55
Absolute Versus Relative Price 55
Perceived Value Versus Price 55
Pricing Strategy Versus Pricing Tactics 56
Price Thresholds 56
Absolute Price Thresholds 57
Differential Price Thresholds 59
Adaptation Level Theory 62
Assimilation Contrast Effects 63
IMPLICATIONS FOR PRICING STRATEGIES AND TACTICS 64
Product Line Pricing 64
Order of Presenting Prices 65
New Product Pricing Strategy 66
SUMMARY 68
DISCUSSION QUESTIONS 68
SUGGESTED READINGS 69
4 Price and Customers Perceptions of Value 71
EFFECTS OF REFERENCE PRICES ON PERCEIVED VALUE 72
Price and Perceived Value 72
Perceived Product Value 73
Acquisition Value 74
Transaction Value 74
Enhancing Transaction Value 76
Summary of the Price Perceived Value Relationship 78
Effects of Plausible Reference Prices 80
Effects of Implausible Reference Prices 80
Plausible Versus Implausible Reference Prices 81
Available Empirical Evidence 81
SUMMARY 84
DISCUSSION QUESTION 84
SUGGESTED READINGS 84
5 Value Analysis 86
VALUE ANALYSIS THEORY 86
Value Versus Price 87
Value Analysis and Value Engineering 88
FOUR COMPONENTS OF PERCEIVED VALUE 89
Cost 89
Exchange 89
X CONTENTS
Aesthetics 90
Relative Use 90
THE CONCEPT OF BENEFITS 90
VALUE ORIENTED PRICING 92
IMPROVING PERCEIVED VALUE 93
DETERMINING CUSTOMERS RELATIVE ECONOMIC VALUE 95
Reference Product 95
Life Cycle Costs 95
Improvement Value 96
Maximum Acceptable Price 97
DETERMINING SELLER S PRICE 97
Seller s Pricing Discretion 97
Customers Inducement 98
ESTIMATING IMPROVEMENT VALUE 99
Weighting Incremental Benefits 99
Contingency Pricing 101
SUMMARY 102
DISCUSSION QUESTIONS 103
SUGGESTED READINGS 103
6 Methods of Estimating the Price Volume Relationship 104
PRICING STRATEGY AND PRICING RESEARCH 104
Some Fundamental Questions 105
Three Basic Pricing Research Issues 106
GENERAL PRICING RESEARCH APPROACHES 106
Surveys 106
Experimentation 108
Statistical Methods and Models 108
Panels 110
. SOME SPECIFIC PRICE RESEARCH TECHNIQUES 110
Estimating Price Level Sensitivity (Absolute. Price
Thresholds) 111
Direct Question Approach 112
Price Sensitivity Meter 114
Price Categorization 118
Magnitude Scaling 121
Estimating Sensitivity to Price Differences 123
Sequential Preferences: Two Brands 123
Sequential Preferences: Multiple Brands 125
Experimental Demand Curve 126
Tradeoff Analysis 126
Conjoint Analysis 129
Simulated Shopping Experiments 133
Multiple Choice Simulated Experiments 134
CONTENTS Xi
SUMMARY 135
DISCUSSION QUESTIONS 137
SUGGESTED READINGS 137
SECTION 3 DETERMINING RELEVANT COSTS FOR PRICING 139
7 The Role of Costs in Pricing Decisions 141
COST FUNDAMENTALS 141
Buyers Costs 141
Competitors Costs 142
Sellers Costs 142
Importance of Costs in Pricing 142
COST CONCEPTS AND CLASSIFICATIONS 144
Cost Concepts 144
Direct Costs 144
Indirect Traceable Costs 144
Common Costs 145
Opportunity Costs 145
Cash and Noncash Costs 145
Cost Behavior 146
Direct Variable Costs 147
Semivariable Costs 147
Period Fixed Costs 147
Determinants of Cost Behavior 149
Recovery of Costs 150
Cost Behavior Analysis 151
FORECASTING COSTS AND PRICES 153
Statistical Trend Analysis 154
Price Exclusion Charts 154
Experience Curves 154
Regression and Correlation Analysis 154
Judgmental Methods 155
Simulation Models 157
SUMMARY 157
DISCUSSION QUESTIONS 158
SUGGESTED READINGS 158
8 Profitability Analysis for Pricing Decisions 160
ELEMENTS OF PROFITABILITY 162
BREAK EVEN ANALYSIS 162
PROFIT ANALYSIS 165
Extension of Break Even Analysis 167
Some Useful Guidelines for Break Even Analysis 168
Limitations of Break Even Analysis 171
Xii CONTENTS
USING LEVERAGE FOR DEVELOPING PRICING STRATEGIES 171
Operating Leverage 172
Relationship Between Operating Leverage and the
PV Ratio 173
Testing Pricing Alternatives 175
Computing Necessary Volume Changes 177
Computing Required Price Elasticities 179
Financial Leverage 181
Combined Leverage 181
Requirements for Successful Price Reduction
Strategies 183
THE EFFECT OF THE DOLLAR SALES MIX 184
PRICING WITH SCARCE RESOURCES 188
The Problem of Common Resources 189
Resource Allocation Criteria 190
Contribution Per Resource Unit Criterion 192
Pricing the Product Line Using CPRU 192
SUMMARY 194
DISCUSSION QUESTIONS 198
SUGGESTED READINGS 200
9 Marketing and Distribution Cost Analysis 201
NEED FOR MARKETING AND DISTRIBUTION COST DATA 202
Responsibilities of Marketing and Distribution
Management 202
Benefits of Marketing and Distribution Cost Data 202
NATURE OF MARKETING AND DISTRIBUTION COST
ANALYSIS 203
Alternative Approaches to Marketing Cost Analysis 204
Marketing Cost Classifications 205
CONTRIBUTION APPROACH 205
NET PROFIT APPROACH 207
AN EXAMPLE OF A COST JUSTIFICATION STUDY 213
The Company 213
Original Discount Structure 213
Identifying Relevant Costs 214
Preliminary Analysis 214
The Cost Study 215
Recommendations 216
IMPROVING DISTRIBUTION MANAGEMENT WITH COST
INFORMATION 217
IMPROVING RETAIL MANAGEMENT WITH BETTER COST
INFORMATION 219
CONTENTS Xiii
STARTING A PROFITABILITY ANALYSIS PROGRAM 220
SUMMARY 221
DISCUSSION QUESTIONS 222
SUGGESTED READINGS 223
10 Developing Full Cost Estimates 225
MANAGEMENT ACCOUNTING: A HISTORICAL PERSPECTIVE 226
FULL COST METHOD OF PRICING 228
THE NATURE OF OVERHEAD 231
Overhead Distribution 231
Overhead Application 232
Direct Labor Cost 232
Direct Labor Plus Direct Material Costs 233
Direct Material Costs 234
Unit of Product Basis 234
Conversion Costs 235
Machine Hour Rate 236
Functional Costs 236
Summary 238
PRICING FOR RETURN ON PRODUCT INVESTMENT 239
Target Return Pricing 239
Disadvantages of the Target Return Approach 240
The Pricing Dilemma of the Auto Industry 241
Elements of Capital 242
Pricing for Contribution and Return 243
Developing the Markups 244
Materials Cost Markup 246
Conversion Cost Markup 246
Applying the Separate Markups 247
SUMMARY 247
DISCUSSION QUESTIONS 248
SUGGESTED READINGS 249
SECTION 4 DEVELOPING PRICING STRATEGIES 251
11 Experience Curve Pricing 253
THE PHENOMENON OF THE EXPERIENCE CURVE 254
Costs and Experience 256
Prices and Experience 258
MANAGING THE EXPERIENCE EFFECT 261
Types of Experience Curves 261
The Insatiable Appetite of Market Growth 262
Xiv CONTENTS
SUMMARY 264
DISCUSSION QUESTIONS 265
APPENDIX: APPLYING THE EXPERIENCE CURVE 265
Relationship between b and the Experience Rate 266
Cost Estimation with Cost of First Unit Known 267
Finding the Experience Curve from Two Points 267
Developing Cost Estimates with a Unknown 269
Discussion Questions 270
SUGGESTED READINGS 270
12 Pricing over the Product Life Cycle 271
PRODUCT LIFE CYCLES—THE CONCEPTUAL MODEL 272
Development Stage 272
Introduction 273
Growth 273
Maturity 274
Saturation 274
Shakeout 274
Decline 274
Price Elasticity over the Product Life Cycle 274
Strategy Implications 277
BASIC PRICING DECISIONS 277
NEW PRODUCT PRICING 279
Factors to Consider When Pricing New Products 280
Value Analysis 281
Rate of Return Pricing 282
Systematic Approach to New Product Pricing 282
Estimate Demand for a New Product 284
Select Probable Prices 285
Consider Buyers Alternatives 285
Price the Superiority Differential 286
Estimate Costs 286
Buyers Costs 287
Competitors Costs 287
Seller s Costs 287
Estimate the Price Volume Profit Relationship 288
Select a Price: Alternative Strategies 292
Skimming Pricing 292
Penetration Pricing 293
Summary 294
PRICING DURING GROWTH 295
PRICING DURING MATURITY 296
CONTENTS XV
PRICING A DECLINING PRODUCT 299
FOCUSED PRICE REDUCTIONS 299
Base Product Versus Option Prices 299
Channel Specific Pricing 300
Pricing According to Customers Perceived
Values 300
Price Bundling 300
Product Redesign 300
SUMMARY 300
DISCUSSION QUESTIONS 301
SUGGESTED READINGS 302
13 Product Line Pricing 303
NATURE OF THE DECISION PROBLEM 303
Conceptual Framework 305
Product Line Examples 307
DETERMINING END PRICES AND PRICE DIFFERENTIALS 308
End Price Concept 308
Determining Price Differentials 309
Guidelines for Setting Price Differentials 312
PRICING HOTEL ROOMS—A SPECIFIC APPLICATION 312
Analyzing Room Demand 314
Comparing Room Supply with Room Demand 314
Ranking the Rooms 315
Establishing the Room Prices 316
PRICE BUNDLING 319
Rationale for Price Bundling 320
Mixed Bundling 320
Principles of Price Bundling 320
DEVELOPING A PRICE BUNDLING STRATEGY 323
Defining Customer Segment Targets 323
Determining Bundling Objectives 323
Determining Demand Requirements for Each
Objective 324
Determining the Profitability of Alternative
Strategies 325
Criteria for Selecting Products to Bundle 325
YIELD MANAGEMENT 326
SUMMARY 327
DISCUSSION QUESTIONS 328
SUGGESTED READINGS 328
XVi CONTENTS
SECTION 5 ADMINISTERING THE PRICING FUNCTION 329
14 Developing a Price Structure 331
AN OVERVIEW OF DISCOUNT DECISIONS 333
Trade or Functional Discounts 333
Promotional Discounts 334
Cash Discounts 334
Quantity Discounts 334
An Example 335
QUANTITY DISCOUNTS 336
A Simple Quantity Discount Model 338
An Example 339
Some Additional Managerial Issues 344
Pricing Special Orders 345
Legal Considerations 346
CASH DISCOUNTS AND CREDIT DECISIONS 347
Reasons for Cash Discounts 348
Problems with Cash Discounts 348
Cash Discount Models 349
Conceptualization of the Problem 349
Some Simple Models 350
Extending the Model 352
A Behavioral Note 354
GEOGRAPHICAL PRICING DECISIONS 355
F.O.B. Origin Pricing 355
Delivered Pricing 355
Single Zone Pricing 356
Multiple Zone Pricing 356
F.O.B. with Freight Allowed 356
Basing Point Pricing 356
Legal Considerations 358
USING PRICE STRUCTURE TO GAIN COMPETITIVE
ADVANTAGE 359
SUMMARY 361
DISCUSSION QUESTIONS 361
SUGGESTED READINGS 362
15 Pricing to and Through the Channel 363
TRADE OR FUNCTIONAL DISCOUNTS 364
Legal Status of Functional Discounts 365
Dual Function Discounts 366
Guidelines for Setting Functional Discount Policy 367
CONTENTS XVii
PRICE PROMOTIONS AND DEALS 368
Incidence of Price Promotions 369
Effect of Price Promotions on Buyers Perceptions 369
Price Promotion as Price Discrimination 370
Price Promotion Decision Variables 370
Who Responds to Price Promotions? 372
The Strategy of Price Deals 374
Estimating the Profitability of Price Promotions 377
Coupon Profitability 378
Profitability of Segmented Pricing 379
PRICING TO GAIN STRATEGIC ADVANTAGE IN
DISTRIBUTION NETWORKS 381
Guidelines for Enhancing Distributor Performance 382
An Example 382
SALES COMPENSATION PLANS 384
SUMMARY 384
DISCUSSION QUESTIONS 385
SUGGESTED READINGS 385
16 Legal Aspects of Pricing Strategy 387
AN OVERVIEW OF MAJOR FEDERAL LAWS AFFECTING
PRICING 389
Price Fixing 389
Exchanging Price Information 390
Parallel Pricing and Price Signaling 390
Predatory Pricing 391
Other Important Laws 392
THE NATURE OF PRICE DISCRIMINATION 393
PROVISIONS OF THE ROBINSON PATMAN ACT 394
Jurisdictional Defenses—Section 2(a) 395
The Same Seller 395
A Price Difference 396
Two or More Purchasers 396
Geographical Requirement 397
Two or More Sales 397
Contemporaneous Sales 397
Tangible Commodities 397
Products of Like Grade and Quality 397
One Sale in Commerce 399
The No Statutory Injury Defense 399
The Affirmative Defenses 401
Defense of Meeting Competition 401
Changing Conditions Defense 402
Cost Justification Defense 402
XViii CONTENTS
GUIDELINES FOR JUSTIFYING PRICE DIFFERENTIALS 403
Administrative Guidelines 403
Cost Justification Guidelines 404
RESALE PRICE MAINTENANCE 404
DECEPTIVE PRICE PROMOTIONS 405
THE COMBINES INVESTIGATION ACT OF CANADA 406
SUMMARY 407
DISCUSSION QUESTIONS 408
SUGGESTED READINGS 408
SECTION 6 SPECIAL TOPICS ON PRICING 409
17 Developing Competitive Bids 411
FIXED PRICE COMPETITIVE BIDDING 411
AUCTIONS 413
PREBID ANALYSIS 413
Determine Bid Objectives 414
Develop Evaluation Criteria 414
Develop a Screening Procedure 415
COST ESTIMATION 416
ESTIMATING THE PROBABILITY OF WINNING 416
The Winning Bid Approach 417
The Average Opponent Approach 418
The Specific Opponent Approach 421
Utilizing Subjective Estimates 422
Combining the Specific and Average Opponent
Approaches 423
Problem of Determining Reasons for a Winning Bid 423
DETERMINING THE BEST BID 424
CONTINGENT CONTRACTS 426
BIDDING WITH CAPACITY CONSTRAINTS 427
SUMMARY 427
DISCUSSION QUESTIONS 427
SUGGESTED READINGS 428
18 Extending the Concepts of Strategic Pricing 429
THE PRICING OF SERVICES 431
PRICING FINANCIAL SERVICES 432
Equating Fees with Balances 433
Pricing Strategy for Automated Tellers 435
Pricing Bank Card Services 436
CONTENTS Xix
PRICING ON LINE INFORMATION SERVICES 437
Current Pricing Approaches 438
Developing a New Pricing Structure 439
PRICING ISSUES IN HIGHER EDUCATION 440
Services Provided by Higher Education 440
Information 441
Counseling 441
Credentialing 441
Coercion 441
Membership 442
Current Pricing Approaches 442
Proportional Cost Pricing 443
Price Discounting 444
PRICING FOR EXPORT MARKETING 445
Product 446
Location of Production 446
Distribution System 446
Environmental Factors 447
Attitude Toward Export Marketing 448
Additional Pricing Issues 448
Leasing 448
Countertrades 449
Dumping 450
INTERNATIONAL TRANSFER PRICING 450
SUMMARY 451
DISCUSSION QUESTIONS 452
SUGGESTED READINGS 453
19 Pricing Decision Models 454
A CONCEPTUAL FRAMEWORK FOR PRICING DECISIONS 456
CLASSIFICATION FRAMEWORK 457
REVIEW OF SELECTED PRICING MODELS 457
Single Period Models 457
Dynamic Pricing Models 460
Price Promotion and Discount Models 462
Product Line Pricing Models 464
Price and Other Elements of the Marketing Mix 465
Product and Price 466
Price and Advertising 466
Price and Distribution 467
Price and Individual Choice 469
SUMMARY 469
DISCUSSION QUESTIONS 470
SUGGESTED READINGS 471
XX CONTENTS
SECTION 7 RECOMMENDATIONS 473
20 Guidelines for Better Pricing Decisions 475
FOUR BASIC RULES FOR PRICING 476
Know Your Costs 476
Know Your Demand 476
Know Your Competition and Your Market 477
Know Your Objectives 477
CRITERIA FOR PRICING DECISIONS 478
When Operating below Normal Capacity 478
When Operating at or Near Maximum Capacity 479
When Operating at Normal Capacity 479
Summary 479
ADAPTIVE PRICING 479
PROVIDING A BASIS FOR PRICING DECISIONS 480
Determine Consistent Objectives 480
Establish a Pricing Research Program 481
Demand Effects of Price Changes 481
Cost Effects of Price Changes 481
GUIDELINES FOR BETTER PRICING DECISIONS 481
Set Consistent Objectives 481
Identify Alternatives 482
Acquire Relevant Information 482
Make the Pricing Decision 482
Encourage Feedback and Maintain Control 482
DISCUSSION QUESTIONS 483
APPENDIX: PRICE DEFINITIONS 485
INDEX 493
|
| any_adam_object | 1 |
| author | Monroe, Kent B. |
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| author_role | aut |
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| dewey-search | 658.8/16 |
| dewey-sort | 3658.8 216 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV008260765 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:17:18Z |
| institution | BVB |
| isbn | 0070427828 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-005455744 |
| oclc_num | 21118888 |
| open_access_boolean | |
| owner | DE-703 DE-355 DE-BY-UBR DE-945 DE-11 |
| owner_facet | DE-703 DE-355 DE-BY-UBR DE-945 DE-11 |
| physical | XXIV, 502 S. graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | McGraw-Hill |
| record_format | marc |
| series2 | McGraw-Hill series in marketing |
| spelling | Monroe, Kent B. Verfasser aut Pricing making profitable decisions Kent B. Monroe 2. ed. New York u. a. McGraw-Hill 1990 XXIV, 502 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill series in marketing Prijsbeleid gtt Prijstheorie gtt Pricing Preispolitik (DE-588)4047118-4 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Management (DE-588)4037278-9 s Preispolitik (DE-588)4047118-4 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005455744&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Monroe, Kent B. Pricing making profitable decisions Prijsbeleid gtt Prijstheorie gtt Pricing Preispolitik (DE-588)4047118-4 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)4047118-4 (DE-588)4037278-9 |
| title | Pricing making profitable decisions |
| title_auth | Pricing making profitable decisions |
| title_exact_search | Pricing making profitable decisions |
| title_full | Pricing making profitable decisions Kent B. Monroe |
| title_fullStr | Pricing making profitable decisions Kent B. Monroe |
| title_full_unstemmed | Pricing making profitable decisions Kent B. Monroe |
| title_short | Pricing |
| title_sort | pricing making profitable decisions |
| title_sub | making profitable decisions |
| topic | Prijsbeleid gtt Prijstheorie gtt Pricing Preispolitik (DE-588)4047118-4 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Prijsbeleid Prijstheorie Pricing Preispolitik Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005455744&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT monroekentb pricingmakingprofitabledecisions |