Active Price Management

In this booklet, we show how the "stepchild" in marketing, pricing, can be turned into the marketing instrument that has the most lasting positive influence on the company's profit. It is about active price management. In doing so, we do not aim to publish a comprehensive basic textbook on this topic. Although we present the most important framework conditions and basic principles of price management, we otherwise pick out, without claiming to be complete, those aspects that have proven to be particularly relevant for corporate practice in the context of executive education at the University of St.Gallen (HSG).