Professor Riekhof lectures at the Bremen Marketing Club on April 5th

On April 5, 2017, Prof. Dr. Riekhof will give a lecture at the Marketing Club in Bremen on the topic “Strategic Pricing: Stepchild of Marketing? About the value contribution of intelligent pricing strategies”.

In many companies, marketing is primarily about two aspects: on the one hand, brand and corporate communication, and on the other hand, product management. Pricing often has a subordinate role. This is all the more surprising as the empirical studies by Professor Riekhof, who teaches International Marketing at the PFH Private University of Göttingen, clearly show that there are enormous value creation potentials in pricing. Too few companies have developed a long-term pricing strategy, too few companies consistently use the levers of price enforcement, and only a few companies have price controlling that deserves this name.

Professor Riekhof knows pricing from his own management experience. He was, among other things, head of business unit at Beiersdorf and marketing director at the Otto Group in Hamburg. In his lecture, he not only presents the study results, but also reports from his consulting practice in pricing. The studies are available for download at www.unicconsult.com/publikationen/forschungsberichte.