Dr. Markus Husemann-Kopetzky
Pricing with purpose.

01 Profile 02 Topics 03 Keynotes 04 Publications 05 Contact DE / EN

Pricing Expert · Retail, E-Commerce & B2B

“One of the leading pricing experts in Europe.”

Name: Handbook on the Psychology of Pricing
Author: Dr. Markus Husemann-Kopetzky
ISBN: 3947897006

Pol Vanaerde, President of the European Pricing Platform (EPP), on Dr. Markus Husemann-Kopetzky

AS SEEN IN

01 — About Markus

A pricing expert at the intersection of science, practice and the stage

For more than 15 years, Dr. Markus Husemann-Kopetzky has been exploring how prices are set and how they work. He holds a PhD in pricing psychology, spent many years as Senior Pricing Manager at Amazon and is today the founder of the Price Management Institute and a sought-after keynote speaker on pricing strategy and pricing psychology.

15+years of pricing experience

50+pricing projects, €100m to €100bn in revenue

16universities with guest lectures

Top 5pricing books worldwide (“INsights Magazine”)

Science

A solid academic foundation

Dr. rer. pol. (Paderborn University) with research on pricing psychology, Dipl.-Kfm., Dipl.-Volksw., MBA. Visiting researcher in pricing research at Freie Universität Berlin. Publications in journals including the Journal of the Academy of Marketing Science and Marketing Letters.

Practice

Pricing at the highest level

Management consulting, then Senior Manager Pricing & Business Analytics at Amazon, involved in all major pricing projects worldwide. Today founder and Managing Director of the Price Management Institute.

Stage

Sharing knowledge

Chairperson of Europe’s largest pricing conference for retail and e-commerce, keynotes at industry conferences and business events, guest lectures at universities in Germany and abroad.

02 — Topics

Topics Markus advises on, writes and speaks about

Consulting projects are delivered through the Price Management Institute. Here are the key focus areas.

Pricing strategyPrice architecture and positioning that fit your business model. Develop your pricing strategy →Pricing psychologyHow context and communication shape the way prices are perceived. Put pricing psychology to work →Pricing softwareVendor-independent selection and pragmatic implementation. Select pricing software →Pricing assessmentKnow your biggest pricing levers within two to three weeks. Go to the PMI 360° Pricing Assessment →

Professional pricing for mid-sized companies & corporates

Price Management Institute | PMI

Most companies take a rather improvised approach to setting prices. That is why Markus founded the Price Management Institute: the pricing consultancy for retail, e-commerce and B2B – for companies with revenues from €100m to over €100bn, in the DACH region and across Europe.

03 — Keynotes

Pricing keynote speaker

Talks that make you rethink pricing

For industry conferences, associations and business events: grounded in research, with examples from retail and e-commerce that can be put into practice right away.

Request a talk →

01
Pricing for mid-sized companies
From gut feeling to higher EBIT
02
The magic of pricing psychology
How prices affect us
03
AI and pricing
Data-driven pricing is your competitive advantage

Dr. Markus Husemann-Kopetzky as keynote speaker on stage at GREATOR Festival 2025 in front of a full audience — GREATOR Festival · The Magic of Pricing Psychology

Dr. Markus Husemann-Kopetzky bei seiner Keynote zu KI im Pricing bei den EHI Technologietagen — EHI Technology Days · AI in Pricing

Dr. Markus Husemann-Kopetzky giving a keynote on dynamic pricing at ANWR Retail Beats — ANWR Retail Beats · Dynamic Pricing

Dr. Markus Husemann-Kopetzky giving a keynote on pricing psychology — GREATOR Festival · The Magic of Pricing Psychology

Dr. Markus Husemann-Kopetzky speaking to an audience at Retail Beats — Retail Beats · Pricing Psychology in Retail

Dr. Markus Husemann-Kopetzky on stage at the REGAL Branchentreff industry summit — REGAL Branchentreff · Win-Win for Retailers & Manufacturers

Dr. Markus Husemann-Kopetzky at the Austrian Trade Association (Handelsverband Österreich) — Austrian Trade Association · Best-practice project presentation (Price Management Institute)

Teaching

16universities &
colleges
in 4 countries

Guest lectures at universities in Germany and abroad

Inspiring the next generation about pricing: guest lectures on pricing strategy and pricing psychology in Germany, Switzerland, the USA and Ecuador.

International

SwitzerlandETH ZürichZurich
USANew York UniversityNew York
EcuadorUniversidad San Francisco de QuitoQuito

Germany

Bergische Universität WuppertalWuppertal
Christian-Albrechts-Universität zu KielKiel
Freie Universität BerlinBerlin
Hochschule Bielefeld (HSBI)Bielefeld
Hochschule RheinMainWiesbaden
Technische Universität BraunschweigBraunschweig
Technische Universität DortmundDortmund
Universität MagdeburgMagdeburg
Universität MünsterMünster
Universität PaderbornPaderborn
Universität RostockRostock
Universität TrierTrier
Universität Witten/HerdeckeWitten

04 — Books & articles

Psychological Pricing: Optimized Price Design in Four Steps

The new book is coming from Springer in 2027 – the English edition of “Preispsychologie: In vier Schritten zur optimierten Preisgestaltung”. In addition, articles in the Journal of the Academy of Marketing Science, Marketing Letters and the Journal of Marketing Behavior, and editor of the special issue “Pricing for Services” (SMR).

Selected publications

Psychological Pricing: Optimized Price Design in Four StepsBook · Springer · forthcoming 2027
Preispsychologie: In vier Schritten zur optimierten Preisgestaltung (3rd edition)Book (German) · Springer Gabler · forthcoming 2027
KI im Pricing: Vom Bauchgefühl zum datenbasierten WettbewerbsvorteilBook chapter (German) · in T. Odoi (Ed.), KI-Masterclass · Haufe · 2026
Pricing for services: Strategic, organizational, and technological perspectivesJournal article · SMR – Journal of Service Management Research 9(3–4) · 2025
Dynamische Preisgestaltungsstrategien und ihre Auswirkungen im E-CommerceBook chapter (German) with Heyden, Brock & Steinhoff · in Bruhn & Hadwich (Eds.), Digital Analytics im Dienstleistungsmanagement · Springer Gabler · 2025
Understanding the role of (dual) entitlement effects on industrial customers’ willingness-to-pay for ancillary servicesJournal article with Eggert, Ulaga & Steiner · SMR – Journal of Service Management Research 8(2) · 2024
A conceptual replication of the differential price framing effect in the fieldJournal article with Köcher, Schirmbeck, Hess, Gmeindl & Hess · Marketing Letters 35(1) · 2024
Pricing and customer lifetime valueEncyclopedia entry · in A. Hinterhuber (Ed.), Encyclopedia of Pricing · Edward Elgar · 2024
Preispsychologie: In vier Schritten zur optimierten Preisgestaltung (2nd edition)Book (German) · Springer Gabler · 2020
Exploring the link between payment schemes and customer fraud: A mental accounting perspectiveJournal article with Garnefeld, Eggert & Böhm · Journal of the Academy of Marketing Science 47(4) · 2019
Handbook on the Psychology of PricingBook · Pricing School Press · 2018 · one of the top 5 pricing books (“INsights Magazine”, 2019)
Kundenwert bei digitalen GüternBook chapter (German) · in Helm, Günter & Eggert (Eds.), Kundenwert, 4th edition · Springer Gabler · 2017
Price endings that matter: A conceptual replication of implicit egotism effects in pricingJournal article with Köcher · Journal of Marketing Behavior 2(4) · 2017
Einfluss von Preispsychologie auf Kundenbetrug: Theoretische Fundierung und empirische AnalyseBook (German) · Springer Gabler · 2015

“One of the leading pricing experts for retail, wholesale and e-commerce.”

Ulrich Spaan · Senior Vice President, EHI Retail Institute

“Markus is an expert in his field.”

Kevin Mitchell · President, Professional Pricing Society

“Dr. Markus Husemann-Kopetzky impresses with his in-depth pricing expertise and a clear understanding of the challenges facing mid-sized retailers.”

Rainer Will · Managing Director, Austrian Retail Association