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Fiyatlandırma, işletmelerin daima en dikenli alanlarından biri olagelmiştir. Bu konuda eğitim almış yöneticilerin sayısı ise bir hayli azdır. Oysa günden güne büyüyen küresel ticaret dünyasında fiyatlandırma okuryazarlığındaki eksiklik her geçen gün kendini daha da şiddetli şekilde hissettiriyor.

Stratejik fiyatlandırma, yaklaşık yarım yüzyılın ardından, işletme yönetiminin en etkili ve ağırlıklı paradigmalarından biri hâline geldi. Halbuki çoğu şirketteki ortalama bir yönetici yahut girişimci için fiyatlandırma stratejisi hâlâ anlaşılması güç bir konu. Birçok firma, iş dünyasındaki kapsamlı eğitim ve deneyimlerine rağmen fiyatlandırma stratejileri oluşturmak, bunları açıklıkla dile getirmek veya tasarlamakta başarısız. Bu durum büyük oranda, ekonomi ve işletmeyle değil, daha çok karar alma süreçlerinin davranışsal boyutu, yani insan psikolojisiyle ilgilidir. Davranışsal iktisat, birçok kavram aracılığıyla (çerçeveleme, onaylama yanlılığı, dürtme, kayıptan kaçınma, batık maliyet yanılgısı vs.) kamu otoritelerinin, işletme yöneticilerinin ve tıp uzmanlarının bilincine çarpıcı bir hızla yerleşti. Öyle ki, 2002 Nobel Ekonomi Ödülü’nü kazanan Princeton Üniversitesi’nden Daniel Kahneman bir iktisatçı değil, çığır açan psikolojik fikirlerini iktisat teorisine uygulayan bir psikologdu.

Stratejik fiyatlandırma hakkında çok şey biliyoruz ancak davranışsal fiyatlandırma ve yöneticilerin fiyat belirleme sürecine yaklaşımları hakkında aynı ölçüde bilgili değiliz. Davranışsal boyut, büyük ölçüde akademik dergilerin sayfalarında saklı kalır ve genelde yönetici davranışı perspektifinden değil, tüketici davranışı açısından incelenir. ABD’nin önde gelen pek çok şirketine danışmanlık yapan Profesör Gerald Smith ise bu kitapta, tam da eksik olan bu hususa, yani yöneticilerin fiyat belirleme davranışlarına odaklanıyor. Profesör Smith, davranışsal iktisatta temellenen fiyatlandırmanın pratikte nasıl gerçekleştiği ve nasıl yapıldığıyla ilgili yeni bir kavramsal yaklaşım sunuyor.

Ürün Adı: Fiyatı Doğru Koymak
Ürün Kodu: 9786255700612
Yazar: Gerald Smith
Basım Yılı: 2026
Kapak Türü: Karton Kapak
Sayfa Sayısı: 360
Kağıt Cinsi: 2. Hamur
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