Author: Prof. Dr. Florian Bauer

Many companies fail to earn the full value of their profits because their pricing strategy is not based on the actual decision-making process customers attribute to the product. Pricing studies can provide some help, but they are only the first step on the path to behavioral pricing, as the author explains. Author Prof. Dr. Florian Bauer is a Member of the Executive Board of Vocatus AG, an Honorary Professor at TU Munich (TUM School of Management), a Member Bundeswirtschaftssenat (BVMW), and a globally recognized Behavioral Pricing and Selling Consultant. He can be reached …Read More

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