The role of behavioural economics in pricing and revenue growth management

Koen Pauwels

Pricing has been called the swiftest and strongest arrow in the marketers' quiver.

Marketing's impact on pricing

This article is part of a series of articles from the WARC Guide on marketing's impact on pricing. Read more

Revenue Growth Management is the latest discipline to drive sustainable, profitable growth through increasing and leveraging pricing power. Product assortment and brand building are key to this end, and marketers should consider both the economics and the customer behavioral implications of marketing decisions. This piece focuses on pricing and the behavioral economics principles and findings that help marketers master dynamic pricing decisions.

What is revenue growth management?

Revenue Growth Management is the discipline...

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