الصفحة 1
الصفحة 1
Estimation of Willingness-to-Pay : Theory, Measurement, Application
To determine the willingness-to-pay (WTP) for products and/or services from a customer perspective is crucial for modern approaches to pricing.With the Price Estimation scene (PE scene) Christoph Breidert introduces a new method to estimate WTP. It works as an additional interview scene appended to conjoint analysis and offers the respondents a dynamically generated sequence of product choices with assigned prices.
Energy branding : Harnessing consumer power
Demonstrating the potential of building strong brands in the energy sector, This book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met with skepticism, indicating the need for a greater focus on marketing and branding in the energy industry. The author examines both perspectives of energy as a commodity business and a consumer brand, as well as the perception of energy consumers across Europe. Topics discussed include green energy, the liberalisation of the electricity industry, and the relationship between consumers and executives in the energy market.
