Guest Column: Book Pricing: Rein in the Aggression
Is competing on price a race to the bottom? What's the value of a book? These and other questions are addressed by a new Simon-Kucher & Partners study.
By
Andre Weber
and Kyle Poyar
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1. Convenience is just as important as price—if not more so—when a reader decides to buy a book online.
2. The more consumers buy books online, the less important price is to them.
3. Aggressive price competition will not bring online consumers back to bricks-and-mortar stores.
No one denies that price matters and that low prices have an intrinsic appeal. U.S. consumers have now had more than a decade of intensive "training" from Amazon and Barnes & Noble. Amazon even makes its devotion to lower prices unequivocally clear in its filings with the Securities and Exchange Commission when it states, "We strive to offer our customers the lowest prices possible."
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- Companies:
- Amazon.com
- Apple
- Places:
- U.S.
Andre Weber
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Kyle Poyar
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