Companies that know how to set the right prices for their products and services understand that pricing isn’t simply a matter of good tactics. By investing in specific areas of organizational capital, they’ve made it a strategic weapon that competitors can only envy.

Marketing is a system, a value, a complex. Marketing is a behavioral, interpersonal and cultural concept. The value of total marketing is the value of the exchange of signs, labels, recognition, identity, trends, time and comfort. Contextual markets are complexes that are remarketed or resold in...

The role of customer value has been largely recognized over time by the firms as an instrument towards stimulating market share and profit optimization. The customer values for a new product of firm in competitive markets are shaped more by habits, reinforcement effects, and situational...

Information technology and its implications have shown significant developments in the last decades. The internet revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of personalisation, marketing automation, neuromarketing,...

Chapter 1: Transformative Marketing Has Begun -- Chapter 2: Transformative Marketing – A Marketing 5.0 Perspective -- Chapter 3: Transformative Marketing with Artificial Intelligence -- Chapter 4: Transformative Marketing with Generative Artificial Intelligence -- Chapter 5: Transformative...