Pricing & Marketing a Luxury Book

Kotler (2000), argues that the marketing concept is a philosophy of business management based on a company-wide acceptance of the need for customer and profit orientation. In his view, this is the primary objective of every business to satisfy customers at a profit within the limitations imposed by legal and ethical customs, and the elasticity of the chosen customer base. This concept is synonymous with a company creating a client orientation, one that can only be implemented by the organization remaining close to its customers in the long term as well as in the short run.

The company in question is Random House Publishing, and the product in question is one book from its current catalog, Anatomica. Anatomica, at 996 pages, is, according to the Random House web site, a complete, Illustrated guide to the human body, designed to help us understand the systems, parts, and processes that make our bodies work. This beautifully presented first edition comes in its own carry case and includes a bonus interactive Anatomica CD Rom (Random House, 2001).

The book is identified by the ISBN 1740514122, and has a suggested list price of $98.75. The remainder of this paper will trace the book through three separate distribution points, each of which will be accompanied by conjectures for the price variations.

Featured as an alternate April, 2001 selection, Anatomica is featured on a two-sided full color insert. The special member's price

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