Strategic pricing management in the omnichannel era

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Bernardo Bertoldi, Chiara Giachino, Alberto Pastore
Anno di pubblicazione 2016 Fascicolo 2016/4 Lingua Inglese
Numero pagine 22 P. 131-152 Dimensione file 241 KB
DOI 10.3280/MC2016-004008
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

The omnichannel era is arriving faster than expected and some of its players are disrupting the fashion industry. Although there is in the hands of managers an incredible richness of data and a huge computing power, the literature has not developed models to approach the new pricing environment. The present models are rigid, based on historical data and focused on internal variables, moreover almost no one has been applied in the real word by real decision making managers. In this article, we applied a flexible, forward looking and fuzzy based model with real management decisions attached and we proved that, leveraging technology, strategic pricing management is a (the) key marketing variable in the omnichannel world to manage demand.

Keywords:Pricing decision process, omnichannel, model for pricing, fashion industry, strategic pricing management

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Bernardo Bertoldi, Chiara Giachino, Alberto Pastore, Strategic pricing management in the omnichannel era in "MERCATI & COMPETITIVITÀ" 4/2016, pp 131-152, DOI: 10.3280/MC2016-004008