Main References
Kotler, P., & Armstrong, G. (2021). Principles of Marketing, Global Edition (18th ed.) Pearson
Nagle, T.T., & Muller, G. (2018). The Strategy and Tactics of Pricing: A Guide to
Growing More Profitably (6th ed.). Routledge.
Additional References
Andreas Hinterhuber & Todd C. Snelgrove, (2021) Value First, Then Price: Building Value- Based Pricing Strategies.(2nd ed.). Routledge
Kotler, P., & Keller, K.L. (2021). Marketing Management.(16th ed.). Pearson
Simon, H., & Fassnacht, M. (2019). Price Management: Strategy, Analysis, Decision, Implementation (1st ed.) Springer.