Download Optimal Bundling: Marketing Strategies for Improving by Ralph Fuerderer, Andreas Herrmann, Georg Wuebker PDF

By Ralph Fuerderer, Andreas Herrmann, Georg Wuebker

Scientific wisdom and useful recommendation are mixed during this e-book. prime scientists current their most up-to-date study ends up in the realm of product and value bundling, with recognize to optimization in addition to to behavioral bundling methods. moreover the reader will how one can enforce bundling options and the way to establish a bundling inspiration. he'll discover a thorough clarification of the worth that bundling has for making improvements to a company`s revenue and sales.

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1992). " Marketing Letters, Vol. 3 (October), 311-321. Dolan, R. J. and H. Simon (1996). Power pricing - How managing price transforms the bottom line. The Free Press, New York. 26 Eppen, G. , W. A. Hanson and K. R. Martin (1991). " Sloan Management Review, Vol. 32 (Summer), 7-14. R (1991). " University Microfilms International, Ann Arbor. Fuerderer, R, A. Huchzenneier and 1. Schrage (1994). " Working Paper 94-12, WHU Koblenz, Gennany. Fuerderer, R. (1996). Option and component bundling under demand risk.

ZUfryden, F. S. (1982). " Proc. Annual Meetings ofORSA/TIMS, San Diego (CA). , and Linus Schrage3 1 2 3 Ralph Fuerderer, Adam Opel AG, International Technical Development Center, Ruesselsheim, Gennany. Arnd Huchzermeier, WHU, Otto-Beisheim-Graduate School of Management, Vallendar, Gennany. Linus Schrage, The University of Chicago, Graduate School of Business, Chicago, Illinois. 1 Introduction In many production and services industries, bundling is the widespread practice of offering a number of products or services in a single package at an attractive price.

Engineering effort and variant-dependent manufacturing costs are prevalently impacted by the number and the design of option combinations a customer can purchase with his base car. g. a front door can be equiped with electrical mirror and window opener less costly, if it also has central door locks. However, these cost synergies can only be exploited if customers do select certain option combinations. On the sales side, a car vendor's service level and sales force effectiveness is largely depending on the number of options and option combinations.

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