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Dr. Markus Husemann-Kopetzky

CEO at Price Management Institute

Munich, Germany

Markus Husemann-Kopetzky is not just a pricing expert, he is a pricing enthusiast.

He has dedicated his life to understanding and mastering the art and science of pricing, and he wants to share his insights with the world. He is the author of the Handbook on the Psychology of Pricing, a comprehensive guide that reveals the secrets of how customers perceive and react to prices.

He is also an active academic and guest researcher at the Freie Universität Berlin, where he has published cutting-edge research in prestigious journals such as the Journal of the Academy of Marketing Science, the Journal of Marketing Behavior, and Marketing Letters.

Markus knows pricing from both theory and practice. He has been in charge of pricing for an internationally leading online retailer, and he is the founder of the Price Management Institute, a consultancy that has helped dozens of pricing leaders and teams since 2021.

He is widely recognized as one of the most influential pricing professionals in Europe. Pol Vanerde, president of the largest European association of pricing professionals, calls him “(…) one of the most important pricing influencers in Europe.” Kevin Mitchell, president of the largest pricing association worldwide, says about Markus that he “(…) is an expert in his field”.

If you want to learn from Markus, you can follow him on his video blog https://pricingnuggets.com/, where he regularly shares valuable tips and insights on pricing.

Dr. Markus Husemann-Kopetzky Points
Academic 30
Author 333
Influencer 24
Speaker 0
Entrepreneur 0
Total 387

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Company
Minimum Project Size: N/A
Average Hourly Rate: N/A
Number of Employees: N/A
Company Founded Date: 2021

Areas of Expertise

Business Strategy 42.99
Marketing 36.07
Retail 54.86

Industry Experience

Consumer Products
Industrial Machinery & Components
Insurance
Retail

Publications

56 Article/Blogs
[Pricing Nugget #055] Discounts: Be Wise, Be Precise
Pricing Nuggets
September 11, 2024
Imagine you are preparing a promotional campaign or you are preparing a quotation.

At one point, you need to decide about the concrete discount you will give.

You think the discount level should be around seven-ish.

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #001] Strikethrough Prices That Strike
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #002] Keep Your Order In Order
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #003] The Best Cheesecake Only Plastic Can Buy
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #004] Not Discreet About Discrete Units
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #005] Pricing Upgrades: When “More” feels “Less”
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #006] Renters are Spenders
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #007] Don’t Show What You Got But What They Need
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #008] Popular Events Make Price Promotions More Popular
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #009] New Releases: Deep Thoughts About Deep Discounts
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #010] Price-Quality Inference: It’s a Home Game
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #011] Gift Givers are a Gift
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #012] In Doubt, Gift Givers Give More
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #013] It Smells Like Christmas: The Power of Powerlessness
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #014] Rely Heavily on Heaviness
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #015] Anchors are Heavy and Durable
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #016] The Vicious Circle of Vice Products
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #017] Price Increases Everyone Loves
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #018] Coupon Value: When Less Sells More
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #019] Drip Pricing: The Dark Side of the Pricing Force
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #020] Prices You Like Like Yourself
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #021] Prices, a Love-Hate Relationship
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #022] Customers in Crisis Mode (Part 1): A Conscious Look at Price-Consciousness
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #023] Customers in Crisis Mode (Part 2): Manage Financial Anxiety with Cash Flow Management
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

[Pricing Nugget #024] Customers in Crisis Mode (Part 3): Manage Guilt With the Warm Glow of Giving
Pricing Nuggets
December 08, 2023

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Tags: Business Strategy, Marketing, Retail

1 Author Newsletter
[PRICING NUGGET #054] THE POWER OF PRICING (AND A HANDY CALCULATOR)
LinkedIn
November 08, 2023
guess Pricing Nugget number 54 is not too early to discuss why pricing is important You might have a gut feeling that pricing has a big impact on your profits. And you might be right

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Tags: Marketing, Retail, Business Strategy

4 Books
Preispsychologie (2nd edition)
Springer
April 01, 2020

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Tags: Business Strategy, Marketing, Retail

The Handbook on the Psychology of Pricing
Pricing School Press
October 05, 2018
How to Make Your Prices (Almost) Irresistible? Discover the Power of Psychological Pricing.

Customers pay prices. Customers are the same human beings who process their world with predictable psychological mechanisms and mental shortcuts.

Many companies still focus only on numbers: internal costs (markup pricing), external competitors (competition-based pricing), or assume that people can objectively assess the products' or services' benefits they pay for (value-based pricing).

The Handbook on the Psychology of Pricing sheds light on what happens in your customers' minds. This book presents the most comprehensive collection of psychological pricing strategies and tactics currently available. It introduces you to intriguing, hard-to-believe insights into consumer psychology, subconscious persuasion, and people's perception of prices.

More specifically, you will

- Discover how to make your pricing more attractive and, thereby, lift sales and margins for your business.
- Learn how to increase customers' willingness to pay for your products and services.
- Find how to reduce the attention to prices in buying decisions.
- Expand your pricing skill set and learn about more than one hundred effects unearthed from solid academic research.

This book is required reading for entrepreneurs, general and category managers, marketers, product and brand managers, pricing strategists, management consultants, and business students who are interested in adding an invaluable pricing edge to their business practice and personal pricing quiver.

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Tags: Business Strategy, Marketing, Retail

Preispsychologie (1st edition)
Springer
November 16, 2015

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Tags: Business Strategy, Marketing, Retail

Der Einfluss von Preispsychologie auf Kundenbetrug
Springer
March 12, 2015

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Tags: Business Strategy, Marketing, Retail

2 Book Awards
Best Books on Pricing
BookAuthority.com
December 08, 2023

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Tags: Marketing

Best Books on Pricing
Consumer Neuroscience in Business
June 01, 2019

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Tags: Marketing

1 Book Chapter
Kundenwert bei digitalen Gütern
Springer
May 05, 2017

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Tags: Business Strategy, Marketing, Retail

2 Conference Publications
Understanding the role of (dual) entitlement effects on industrial customers’ willingness-to-pay for ancillary services
EMAC - Odense, Denmark
May 26, 2023

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Tags: Business Strategy, Marketing, Retail

The Influence of Attribution and Entitlement Effects on Industrial Customers’ Willingness-to-Pay for Ancillary Services
2020 Winter AMA Academic Conference
February 16, 2020

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Tags: Business Strategy, Marketing, Retail

4 Journal Publications
A Conceptual replication of the differential price framing effect in the field
Marketing Letters
July 12, 2023

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Tags: Business Strategy, Marketing, Retail

Psychologische Preisgestaltung durch Künstliche Intelligenz
Swiss Marketing Review
June 01, 2020

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Tags: Business Strategy, Marketing, Retail

Exploring the link between payment schemes and customer fraud: a mental accounting perspective
Journal of the Academy of Marketing Science
May 23, 2019
Containing customer fraud has great economic relevance. This research proposes a fresh approach, derived from mental accounting theory and behavioral pricing research. Large-scale field data from more than 100,000 insurance customers and a follow-up experiment reveal that payment schemes influence customer fraud. Specifically, customers with annual payment schedules submit more rejected claims soon after their lump sum payments, and customers with monthly payment schedules exhibit greater customer fraud, in an effect that increases over time and decreases with greater category involvement. Customers who actively pay using money transfers submit about 40% more claims that get rejected than those who rely on more passive payment methods, such as autopay or direct debit. Marketing practitioners thus should reconsider frequent payment schedules and active payment options and monitor customer behavior after lump sum payments. For marketing research, this study opens a new research avenue, linking customer misbehavior and behavioral pricing research within a mental accounting framework.

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Tags: Business Strategy, Marketing, Retail

Price endings that matter: a conceptual replication of implicit egotism effects in pricing
Journal of Marketing Behavior
April 13, 2017
We conceptually replicate Coulter and Grewal's (2014) study on the birthday-number effect in pricing, according to which customers exhibit a preference for prices resembling their own birthday. We find that this effect extends beyond the self to other objects customers have associations with (e.g., sports teams) and that this effect is bi-directional — e.g., increasing or decreasing purchase intentions — depending on the valence of the customer's association.

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Tags: Business Strategy, Marketing, Retail

2 Podcasts
The Psychology of Price
CFO Bookshelf
October 21, 2023
Invited guest to the "CFO Bookshelf podcast."

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Tags: Marketing, Retail, Business Strategy

Dr. Markus Husemann-Kopetzky: The Handbook on the Psychology of Pricing
Shoppernomics
September 19, 2019

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Tags: Marketing, Retail, Business Strategy

Thinkers360 Credentials

3 Badges

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Opportunities

2 Business Consultings
Pricing Transformation: Create Profit Sprint from Winning Pricing Strategy to Effective Implementation

Location: Europe    Fees: tbd

Service Type: Service Offered

In this fast-paced, interactive project, we define our client's "Pricing North Star" and develop those Five Next Moves (i.e., projects) with the most substantial leverage on financials. After creating the 6 to 18-month roadmap, we hit the ground running and delivered those Five Next Moves.

Respond to this opportunity

Pricing Transformation: Create Profit Sprint from Winning Pricing Strategy to Effective Implementation

Location: Europe    Fees: tbd

Service Type: Service Offered

In this fast-paced, interactive project, we define our client's "Pricing North Star" and develop those Five Next Moves (i.e., projects) with the greatest leverage on financials. After developing the 6 to 18 months roadmap, we hit the ground running and deliver those Five Next Moves.

Respond to this opportunity

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