RUJUKAN
Section outline
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- 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 ValueBased 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.