This year’s Conference is no exception to the rule. In fact,
this fall, we are very proud to have Dr. Kent Monroe, long-time pricing
influential and marketing icon on the schedule. Teaming up with pricing
researcher Lillian Cheng, Dr. Monroe is leading our two-day interactive workshop
providing core skills and fundamentals for the development and management of
value-oriented pricing strategies and tactics.
Our members
love the way Dr. Monroe brings decades of research, academic and practical
experience to our training workshops. His warm teaching style won him the AMA’s
prestigious ‘Teacher of the Year’ award a few years back and his seminal
book, "Pricing: Making Profitable Decisions” remains one of the
cornerstone works in the profession.
His experience is to our benefit, as Dr. Monroe has worked
throughout his career defining the foundations of behavioral price research.
His work has been published in the most reputable business and marketing
journals in the world. Monroe is best known for his work on concepts like comparative
price advertising, price-quality and value relationship, and price fairness.
The
objectives of this two-day workshop are to present the factors that must be
considered when setting price and to show how pricing alternatives can be
developed and analyzed. The workshop will emphasize the proactive approach to
pricing by considering how customers develop value perceptions.
If you know
of Dr. Monroe, attended a workshop with him or benefitted from his academic
work, we’d love to hear from you. If you are new to a Dr. Monroe session, you
are in for a treat.
For more
details on Dr. Monroe and Lillian Chen’s “Core Pricing Skills” two-day workshop
visit:
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