Joanna Sinclair

“In many companies, pricing is an area where the level of sophistication does not match the importance of the topic,” says Marco Bertini, Associate Professor and Head of the marketing department at ESADE.

Anna Asikainen & Anca Agapi

Many companies have a significant opportunity to differentiate themselves from competitors by learning how to create, quantify, communicate and capture customer value by implementing customer value-based pricing strategies.

Anna Asikainen & Anca Agapi

Pricing is the one managerial action that has the most direct impact on a firm’s success. Despite its vital role in firm profitability, sustainability and survival, pricing has not been considered an executive management task.

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